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Jul 26, 2006 | Richard Bird | 43 Comments

Caught Up In The Competition?

Response To Baby Magic Redesign Is “Overwhelmingly Negative”?
Says WKYC-TV, Cleveland. What?!

Earlier this year, the new Baby Magic product line (photo above) hit retailer shelves with new formulations plus new brand & packaging by R.BIRD for its client, Playtex Products, Westport, CT. Three months earlier, the Baby Magic brand had been sold by Playtex to Ascendia Brands of Lawrenceville, New Jersey.

Now, this feature story appears on WKYC-TV in Cleveland, Ohio:
Magical Return for a century-old baby product
(video link - may be a little slow to load)

“Most of us remember the old bottles, but 8-months ago it changed, not only did it get a new face, but a new formula. The response was so overwhelmingly negative that it created a huge demand on eBay for the original…”?

Fascinating!

Not too long after the launch of R.BIRD’s redesign (the “change” mentioned in the news story), we began to receive emails from a few, frantic consumers. Though complimentary of the new aesthetic, these vocal Baby Magic customers sought the original formula - one going so far as to say, “I can’t live without it.”

It is quite common for R.BIRD to receive emails from consumers loyal to the brands we’ve helped owners change. Customers really do want to communicate with product manufacturers and find product-specific information. Sometimes, that’s not so easy, and R.BIRD is seen as more accessible. (We still receive emails from customers dissatisfied with changes we helped orchestrate years ago while respective product owners and retailers celebrate the post-change increases.)

Caught up in the competition?
Was Playtex “caught up in the competition,” without regard for Baby Magic customers as suggested by CSU professor, Ashutosh Dixit, quoted in the news story? Did Playtex Products throw the baby out with the bath water? What were the catalysts for such a global change in brand, packaging and formula for a one-hundred year old brand?

Consumer product companies change brands and packaging for many reasons: market share, new ownership, production efficiencies, pressures from retailers, cultural change, et cetera.

Is the WKYC-TV story simply about a very loud, minority of Baby Magic customers? Not everyone is comfortable with change. When making any step forward, regardless of market, product or service, it could be expected that a small percentage of customers will become disgruntled while the process of adding much larger numbers of new customers to the group moves on without them.

The risks of consumer research
When considering a change for any brand, consumer feedback can be a very important part of any redesign program for R.BIRD and its clients. It is important for all involved to understand the equities of current branding when exploring the potential rewards versus risk of change.

However, it’s no secret that information gained in consumer research, qualitative or quantitative, can be misleading. Simple errors in planning, sampling, questions, moderation and interpretation can dramatically taint results. And, all too often, we will hear what we want to hear and discount the rest.

“The new owners of Baby Magic are listening now”
According to the WKYC story, Ascendia Brands, the new owners of Baby Magic, are bringing back the original fragrances formulas and bottles, with the new logo and colors.

The “new, new” Baby Magic appears to be a hybrid of the original and the R.BIRD redesign.

Throwing the baby out with the bath water?
If some consumers were upset about the loss of the original scent product, why not simply add that formula back into the new line? Is a second redesign for the brand & package in less than 6 months going to add more to confusion rather than build support?

There’s alot we don’t know about this picture and some things we can’t tell. We don’t know anything about the transition of the brand to Ascendia or any other information about current product marketing support, consumer feedback or decision making, since R.BIRD has no relationship with Ascendia Brands.

Nonetheless, the redesign’s rise to prominence online and on TV is fascinating fuel for discussion!

What do you think?
* Did Playtex get caught up in the competition without regard for Baby Magic customers?
* Did retailer and consumer research mislead? Is the same thing happening again for the new owners?
* Is change too-quickly abandoned in favor of comfort?
* When should there be no change at all?
* What’s the best response to similar events?

As for the brand & packaging, here’s what we’ve seen:

Original Baby Magic
* Bloated and dowdy bottle
* Clumsy to hold and use
* Inefficient use of precious shelf-space

R.BIRD Redesign
* Slim and fit bottle shape
* Easier to hold and use
* More product in same shelf-space
* More efficient shipping volume
* Today’s Mom appeal
* Updated color palette for expanding formulas
* Serious skin care positioning

New Changes
* Return of original scent
* Return of original, plump bottle
* Hybrid of old and new brand elements
* Exit of Playtex brandmark

There are 43 comments so far | Post a comment

Tony | Jul 26, 2006

As an international reader I have no idea of the history of this brand, or even what the product is but I note that of the 7 redesign improvements listed only 1 of them affect the end user - that being the bottle being easier to use.

Michelle | Aug 15, 2006

I am glad to hear the baby magic original scent is coming back. I am 8 months pregnant and when I found out playtex was discontinuing it, I freaked and bought about a year and a half of bottles. Hoping by the time I ran out someone would get smart and bring it back. This has lifted a huge weight of my shoulders, I found the new redesigned bottle and love it, along with the excact smell.

Teia | Oct 26, 2006

I have been using Baby Magic Creamy baby oil for 11 years and have been very satisfied. I don’t have little babies anymore, but my husband and I along with my two boys use nothing else but that particular brand. I have gone to 10 different stores in one weekend and cannot find the lotion anywhere. This has caused me to use something that I don’t really care for. I do buy 20 bottles or more at a time being afraid that I will not find the lotion when I need it. And as it turns out here I am without the lotion again! The supply and demand are high please don’t change a thing for your loyal users.

Jayne | Oct 31, 2006

Design does not matter to me.My problem is where to buy the creamy baby oil.I have used it for years and love it,others do not compare . I am now having trouble finding it please help.

Amy | Nov 15, 2006

I also flipped out when I found out they were changing the original formula. My sister in law works at a Walgreens-and I had her get me the entire remaining stock this summer while I was pregnant. I have a couple bottles each of the original lotion, shampoo, wash, and creamy baby oil. I am glad that they are bringing it back-the new formulation was terrible. I don’t want my baby (now 3 months) to smell like a Bath & Body Works, I want him to smell like a “baby”.

Linda (Lewisville,Tx) | Nov 24, 2006

I would like to know where to find Baby magic Creamy baby oil.I’m just going crazy without it.I’ve looked everywhere.I purchased 2 bottles in it’s new packaging from Target in July,but haven’t been able to find it since.Please help!!

Richard Bird | Dec 1, 2006

It’s a shame, Amy, that so many consumer product companies (CPG’s) make it so difficult for their customers to make contact… on any level.

Anonymous | Dec 2, 2006

Friends and family always tell me how good my little girl smells. Now with out my MAGIC LOTION I don’t hear the compliments anymore.

Jenny (Kentucky) | Jan 12, 2007

I’m so happy about the return of the original formulation; and pleased to find that I’m not the only person to have “flipped out�? over the product change. After discovering the change last year while shopping at Wal-Mart, I did what others have done and drove all over town buying every bottle of original scent lotion I could find. I’m 33 years old, and I’ve used this product all my life without ever tiring of it. I didn’t realize how attached I had become to it until I thought it was gone forever; I was actually surprised at how sad I was about losing it.

AMY from N.C. | Feb 4, 2007

I have been using Baby Magic Creamy Baby Oil Since I was 15 years old, Now I am 34 going on 35…..I feel the same way that everyone else feels. There is NOTHING, ABSOLUTING NOTHING OUT THERE THAT COMPARES TO THIS PRODUCT!Believe me, when it was getting hard to find, I TRIED the alternatives: Johnson’s, Nivea, Jergans….the list goes on and on. EVERY ONE OF THOSE ALTERNATIVES WENT INTO THE TRASH….UNUSED!
WE WANT OUR BABY MAGIC BACK!

Debbie | Feb 9, 2007

I’ve used the Baby Magic Creamy Baby Oil for years and all of a sudden cannot find it. Nothing else compares. Bring it back, please!

suzy | Feb 11, 2007

My sister and I had a long discussion last night re: WHERE IS THE CREAMY BABY OIL FROM PLAYTEX ??? We both have been using it for over 10 years and are looking everywhere for the product - BRING IT BACK PLEASE !!!

Michelle Kamau | Feb 11, 2007

I learned about this lotion from a doctor and since have used nothing other than baby magic creamy baby oil. My family and I are so upset we cannot find it in stores. Please, bring it back!

Stacey (Allen, TX) | Feb 11, 2007

I am thrilled to find out that others are also as attached to Baby Magic Creamy Baby Oil as I am. I have been using it for the past 10 years and nothing else compares to it. I am also one the “crazies”, driving all over town looking for it. This opportunity to express my concern that I find it again SOON only came about because I was desperate tonight to buy some on-line. I can’t live without it!!!!!

Anonymous | Feb 13, 2007

I am so happy to hear that others are also as attached to Baby Magic Creamy Baby Oil as I am. I have been using it for the past 5 years and nothing else compares to it. I am also one the “crazies”, driving all over town looking for it. Please bring it back “NOW”

Deanna | Feb 20, 2007

I’ve used Baby Magic Creamy Baby Oil for years and now I’m without. I can’t believe they’d discontinue something that was such a good seller. Please bring it back! Nothing compares..

susan | Feb 20, 2007

I have use the original Baby Magic scent for 20 yrs. I have used it for all my children. I recently had a baby…and trying to find the original scent at local stores and WalMart proved difficult. I have recently started to purchase it from ebay. Please bring back the original scent.

NICKI | Feb 26, 2007

I have used the creamy oil for many, many years, even before my kids were a twinkle in my eye. All of a sudden i can not find this wonderful product, i have called all local stores, no go, they can’t even order for me. i can’t seem to even find it on line. if anyone knows where i can get this product, will you let me know? thanks! i am not sure if the company reads these emails, but i wish they would make this product easier to find.

Deb | Feb 27, 2007

Even though you have brought back to original scent. I believe you have changed something in the formula. I am alergic to the one that does not display the playtex logo at the top. The one distributed by ascendia smells the same but I break out when I use it. I take benadryl and it goes away without problem. I tried it again a few days later with the same result.. I found a bottle of PLAYTEX baby magic at a local grocery store and bought all I could get. I have had no problems breaking out with the old one.
What is going on. Please stop messing around with something that was not broken to begin with.

Dulcie | Feb 27, 2007

This is going to hit you where you live RBIRD, but consumers don’t have time to figure out what new packaging their favorite product is going to appear in this month. The best way to build brand loyalty is to keep familiar packaging so we don’t have to spend 30 minutes scouring store shelves over-flowing with look-alikes, sound-alikes and wanna-be’s to find our favorite brand. A company looking to expand market share is going to have to advertise in a way that attracts the desired audience so that brand recognition is achieved. I had no idea that Playtex had changed their packaging until after they had already dumped it and I’ve been using Calming Milk bath on my 4 year old since he was an infant.
And by the way, why is a bottle that I have to hold and flip open easier to use than a pump top? I’m already trying to keep the baby from slipping in the tub or rolling off the changing table, I don’t need something else to hold onto.

Nancy from Boise, Idaho | Mar 5, 2007

In desperation after searching all my usual places, I almost bought Baby Magic Creamy Baby Oil from ebay. The price and shipping is exhorbitant! I have used this product on myself (I’m 60) for over 15 years. I love the fragrance simply because it doesn’t make me smell like a baby. I had to buy a bottle of Johnson’s and it smells just like a baby! Does anyone know when the new package will be available in stores? Also, please bring back the original formula. All these people can’t be wrong!

Anonymous | Mar 6, 2007

We, too, have been driving all over the city looking for the Original Baby Scent in the pink bottle. I don’t care about new packaging, though I must agree with a previous poster that a pump bottle is much easier when dealing with a wet, squirmy baby. I even tried the “new” Baby Magic. My 3 year old told me it burns and asked to have the pink bottle back!!!! I don’t know what was done to the formula, but she’s allergic to the new one. Please, please bring back the original formula—not just the scent!!

Anonymous | Mar 7, 2007

I have been driving around town looking for the Playtex Baby Magic Gentle Body and Hair Wash. I found one without the Playtex branding at Walmart but it didn’t have the original Baby Magic scent that I love. I ended up buying the original one from ebay. Please please bring back all the original Baby Maigc products with the original scent and formula!

Tammy | Mar 7, 2007

Yet another Baby Magic Creamy Oil user. Nothing else leaves my shaved legs as shiny and smooth as Baby Magic. I recently went to buy a new bottle and noticed the change. Please bring the creamy oil back. Please!!

dawne | Mar 14, 2007

Please bring back the creamy baby oil. I don’t care what kind of bottle it’s in as long as its the same product. I went to target, of course they had baby magic products there, but not the creamy baby oil. With all the requests to bring it back, why is it taking so long and if it’s out there and anyone knows where it is, please let me know - i live in michigan. I refuse to buy it off ebay at those prices. Playtex - eventually i will find a substitute, so if you want my business - please bring it back.

Kimberly | Mar 20, 2007

I have used both Baby Magic formulas so far and I have to say that I loved the new bottle and the new formula. After buying my first and only bottle of the new Baby Magic formula I looked everywhere in the stores for more. In fact my search led me to this website and I am sad to see that the new formula is not staying. It will be back to Johnson and Johnson for me.

Nancy | Mar 26, 2007

I have used Playtex creamy baby oil with aloe for many years and especially loved it because it didn’t make you smell like a baby, but made your skin feel as soft as a baby. I’m out and need to know where I can find this now! I tried the new formula but the scent was that of a baby which I did not like. Is the original back out yet?
Please help!

Anonymous | Mar 28, 2007

I have been a user of the creamy baby oil for over 20 years. I can’t find it anywhere. Please bring it back.

Doricia | Apr 2, 2007

I can’t live without this lotion and I don’t care about the design where can I buy it now what store sales?

Stacey | Apr 10, 2007

I really hope they do bring back the Baby Magic Original Scent lotions and soaps. I bought 6 bottles on Ebay and now I can’t keep people away from my house from stealing them. I gave one away at a baby shower and it was the “IT GIFT”. Everybody wanted to know where I bought it and how they can get some. It is just too bad they had to discontinue it.

Lorraine | Apr 13, 2007

I have been using Baby Magic Creamy Baby Oil for years and. I am now having trouble finding it in stores. I’m down to my last bottle. Please, please bring it back to the stores.

Ruth ANN-Delaware | Apr 20, 2007

My 61 year old husband has used the Baby Magic creamy oil for years. He loves it so much that everytime I couldn’t find it in the stores I’ve called and had it sent directly to the house. But it’s gone again. When will it be available again? Or can I order from you?

Anonymous | Apr 24, 2007

I am soooo addicted to this cream! My lovers all agree that the sensation of my soft skin and sensual aromas are quite enticing. PLEASE BRING IT BACK!!! My stash is running low.

Michael | May 7, 2007

Please bring it back!!!!!!!

Sally | May 16, 2007

Wow, I am not crazy after all. I have been going nuts for a few years trying to get this product I simply cannot shower without…always trying to hoard bottles, but regardless of the bottle shape, it is IMPOSSIBLE to find….thus causing the hoarding of 5 or 6 bottles when I do locate it!

Karen in Cancun | May 24, 2007

My grown daughter & I have been using the Baby Magic Creamy Baby Oil for 17 years. What we both love is not only how soft it leaves your skin but how shiny & glowing your tanned skin looks. I did much research trying to find this product and as of this morning ordered 2 cases (24 bottles) from Teebop.com Thought I would pass this on to all you other ADDICTED lovers too. Enjoy!

lb | Jun 18, 2007

Obviously you blew it, by changing the formula and the packaging. I’ll take the original formula in any package….just get it back into circulation ASAP!

Paula | Jun 19, 2007

In searching for the creamy baby oil lotion I’ve found this site-I’m so glad (I thought I was alone in being a “CRAZY”)as I also have been going everywhere looking for this-buying as many as I could when I found it! I’m a user for over 20 years (and I’m only 38)and tell everyone I can about how great it is. I don’t want any other product as they end up in the trash. I actually like the new bottle, but the original product. Please bring it back. I can’t find it anywhere and ebay is sooo expensive!

Veronica | Jun 19, 2007

I actually got mad at my husband for using some of my last remaining bottle of Baby Magic body wash in the original scent. Is this also being brought back? The soap? I was so bummed out about the change. I have used this product for 20 years. I just had a baby and I’m so disappointed about not being able to find it. If it has been brought back, where can I find it??? What does it look like now?

cj | Jun 23, 2007

I actually like the new package design, it’s the change in the products formula that frustrates me. Just bring back the old formula!!!!!

Anonymous | Aug 20, 2007

I have used the original
Baby Magic with Aloe creamy
baby oil for years—-now it’s
not available—anywhere! I
believe the original formula
is a better product than what
the company has produced,recently! It wasn’t
broken, so it had to be fixed
right???!!!!!!

Pat | Aug 27, 2007

Like everyone else, I found the old formula to be wonderful, have used it for 20+ years, have had trouble finding it in MA for years, and now find out I may yet have troubles finding it. I am going to ask my CVS Pharmacy to stock it as soon as it is back!

Lynn | Sep 26, 2007

Please bring the baby magic creamy baby oil back.I dont know what to do. I can’t find it anywhere in Lewisville,Tx Dallas, Tx or surrounding cities!!!!