Between parents bathing their babies’ delicate skin and hair to emerging tween self-care routines, who cares about self-care for children ages 3 and 7?

According to Aveeno, there is a gap in the conversation about how to ready this age group for better self-care routines. In fact, per the results of a recent survey, 94% of parents and caregivers surveyed said their kids’ skin and hair is top-of-mind, but as many as 83% said confusion exists around claims. And that’s on top of them feeling overwhelmed by options and not being informed about the specific personal care needs for this age group. The data, according to brand officials, indicates a steep learning curve for parents to find the right products.

In the survey, 82% of respondents are using adult products on their children in this age group and 76% admitted to using of baby products. Yet, young children have unique skincare needs. In a Zoom call promoting its Aveeno Kids line, brand officials said this presents an issue given baby products being too mild and adult products being too harsh. According to Allie Dinapoli Marzano, who is on the R&D team at Aveeno, kids’ skin loses 33% more moisture than adult skin, and using adult skincare products on their skin could result in dryness and potential irritation.

‘Kids Need a Routine’

Aveeno is stressing the importance of getting kids into a self-care groove to not only treat their hair and skin with products suitable to their age, but to give them the courage to consult their parents about other self-care concerns that may come up later, such as acne and odor.

The Aveeno Kids line comprises an oat extract-based face & body wash, detangling spray, 2-in-1 hydrating shampoo and conditioner and a lightweight face and body gel cream providing 24-hour moisture. The formulas are made without parabens, phthalates, sulfates, dyes and phenoxyethanol, and are safe for use on sensitive skin.

Aveeno is known for its oat science, notes Marzano.

New to the lineup is a tear-free bubble bath that works to nourish a child’s developing skin while providing an indulgent and playful bathtime experience with large, fluffy bubbles. To demonstrate product efficacy, Aveeno chemists soaked raspberries in Aveeno Kids’ bubble bath in one jar and an adult formula in another. In the jar with the adult product, the fruit left a trace of pink water while the water in the Aveeno formula remained clear, which officials said demonstrated the product’s gentle formula. To analogize the sensitivity of kids’ skin and using products that could be potentially drying, Marzano compared the science to a game of soccer. The soccer ball – which she likened to the larger cleansing molecules that comprise the Aveeno Kids products – don’t penetrate through the net at the back of the goal (in this case, kids’ skin barrier). However, ping-pong balls (which she likened to the smaller molecules in a cleansing product for adults), would go right through – causing potential dryness and irritation for a child’s skin.

Given the “monkey see, monkey do” nature of children in mimicking their parents’ rituals, Aveeno officials hope children will take a simplified routine and run with it.

“To make things less overwhelming for parents, we really do want to help start this conversation,” said Monica Argenzio, brand manager, US Aveeno, baby and kids, Kenvue. “Kids need a routine. How parents develop this hygiene routine [makes] kids model their parents’ behavior.”