- Audience Research
- Competitive Landscape
- 8 Design Directives
Research Observations on US Black Families
First time black parent’s age skews younger than all other races
Black educational attainment very close to the national average
Black families are more likely than most to live in multigenerational households
Black consumers far more likely than White consumers to show dissatisfaction with current product and service offerings, especially in personal-care products
Black families overall spend less than white consumers but spend more on household goods
Black families are more likely than most to list “personal growth” as a driving value in their personal lives
Despite being a growing market, black Americans are still an undeserved audience
Black household income has been steadily increasing
The New Parents
Single Parents + Nontraditional Families
Family and Caregivers
A review of relevant brands
Coterie’s brand revolves around its idea of pushing forward the “new diaper” focusing on a new marketing strategy, material research, influencer marketing, and offering a luxury product for the new parent.
Diapers & Wipes
Coterie Brand Themes
Coterie Product Promises
With the highest liquid capacity of any diaper, even the most active baby has fewer leaks. Go ahead, wear white again.
No Need For diaper cream
Diaper rash is mostly caused by liquid contact. Our diaper wicks wetness up to four times faster than other diapers, moving liquid off your baby’s skin lightning fast.
8-hours Of Drieness
When your baby stays dry, your baby stays asleep. So you can, too. Our rewet technology locks moisture into the core even with surface pressure, so your baby feels dry all night.
Coterie Visual Language
Pampers is a legacy brand built upon relatability, consistent branding, and a consistent product. Their “Pure” line of products leads with a new health and environmentally conscious approach.
Diapers & Wipes
Pampers Brand Themes
Pampers Product Promises
Made with features you and your baby will love, including Pampers® reassuring wetness indicator.
Up to 12 hours of protection
Because your baby deserves skin-loving care without compromises, Pampers Pure Protection delivers up to 12 hours of trusted leak protection.
Pampers premium cotton is responsibly sourced and grown in the USA. Our supplier is a member of the Cotton LEADS program which promotes sustainable sourcing and quality.
Pampers Visual Language
PHonest is a mission-driven wellness brand that leverages their founder’s celebrity status and partnerships with community organizations. They have been able to create a sticky brand that connects with their target audience’s values while providing affordable, well-designed products
Honest Brand Themes
Honest Product Promises
Keep it Green
We think outside the box when it comes to packaging - from composable tree-free paper to recyclable aluminum, tin, and glass.
Socially conscious culture
We’ve always believed small choices add up to a big difference. Call it The Butterfly Effect. By supporting Honest, you're showing support for organizations that share our values and amplify our impact, making happy, healthy lives possible for more people everywhere.
The Honest Company was born of a simple purpose: to create safe, effective products for our families and yours. And the Honest Standard is how we make that intention a reality. It’s our set of guiding principles, and it’s the way in which we apply our values to innovation and development.
Honest Visual Language
TinkyPoo is one of the few black-owned and black audience exclusive targeted disposable diapers on the the market.
They wear their “black-owned” story on their sleeve and heavily leverage representation to elevate their brand. TinkyPoo’s motto is ‘Seeing yourself makes all the difference.’
TinkyPoo Brand Themes
TinkyPoo Product Promises
TinkyPoo is a new vision where seeing yourself makes all the difference. Thoughtful engineering is enhanced by the bold and vivid images of babies of color printed on the diapers themselves.
After discovering that the diaper industry was lacking in visibility, when it came to images that depicted babies of color, Nadiyah and her partners decided to change the industry, and TinkyPoo was born.
Our diapers are made with special spunlace woven material, which is hypoallergenic, antimicrobial and breathable. They are guaranteed 100% chlorine free, contain no alcohol and are free of phthalates, latex, PVC, and antioxidants.