Walmart and Dove launched an inclusive baby care line “designed to meet the specific needs of babies with melanin-rich skin and textured hair,” Ralph Clare, vice president of merchandise, baby, and consumables at Walmart U.S., said in the announcement.
Walmart says it’s the first major retailer to address this market. The products will cost between $5.97 to $17.97 as an exclusive offering Walmart stores and Walmart.com.
“This launch is just the beginning,” Clare said. “We plan to grow and expand our multicultural skin and haircare category with new brands and products over the next few years as we continue to address this gap and serve the evolving needs of our customers.”
Walmart is the first major retailer to introduce a multicultural category to address the gap in the market for inclusive baby care. Through our strategic partnership with Unilever, we were able to speed to market a solution for diverse families to better meet the needs of our customers. We collaborated with Unilever during the product development process and are proud to help bring for the first time to Walmart shelves and Walmart.com this kind of product at scale.
Due to the unique composition and distribution of melanin, dryness is more visible on melanin-rich skin. Textured hair is also more prone to dryness and an increased number of spontaneous knots due to its hair follicle’s structure. Baby Dove Melanin-Rich Skin Nourishment products, which include a hypoallergenic wash, hypoallergenic cream, and soothing baby oil, are designed to deliver moisturization at every touch point and help prevent baby skin dryness. The Baby Dove Curl Nourishment hair products include a hydrating shampoo, softening conditioner and caring detangler cream to deliver ultra-gentle, nourishment for textured hair. Source: Walmart Investor Relations