In baby products, trust is the only argument that matters. A mother does not buy on aesthetics or discount: she buys because another mother told her it worked.
What actually converts
| Element | Why it converts |
|---|---|
| The difficult night testimonial | The real problem told plainly: colic, broken sleep, irritated skin. Empathy converts more than benefit. |
| One handed usage demonstration | Almost everything is used with a baby in the other arm. |
| The routine before and after | Not of the baby, but of the day. |
| The price objection | "It is more expensive, but it lasts three times longer." Here price is justified by durability and safety. |
| The three month opinion | Sustained use weighs more than a first impression. |
The rules when children appear
This is the part no brand should improvise, and France is a market where the subject is taken seriously.
Put in writing that a minor appearing requires the consent of both holders of parental authority, with the same scope and duration as the rest of the licence. If the material will run in paid media, say so explicitly in that consent.
Also plan for what happens if a withdrawal is requested later: a parent can change their mind, and it is better to have decided in advance how that is handled.
Always offer the alternative of not showing the baby's face. Many creators prefer it, and it works just as well: hands, the back of the head, detail of the product in use.
And never request content of babies unsupervised, in water, or in situations perceived as unsafe.
Which creators to hire
Real mothers and fathers, in the exact age bracket of your product. A newborn product filmed by someone with a three year old does not work.
Look for variety of context: first time parents, second child, single parent families, fathers who carry.
The brief that produces good material
Include: the exact baby age concerned, the usage situation, the main objection, three hooks, the disclosure wording and the list of forbidden claims regarding infant health.
If your product falls under a safety standard, mention it: it adds credibility and prevents improvised claims.
The French calendar
The peaks are the September return to school, Christmas, the January sales, and spring for pushchairs and outdoor products.
Where to go next
In baby products, trust and legal care go together. Our complete UGC guide for brands explains the rest of the process.
