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- Baby Boom | Princess Beatrice Proves Zara Is Postpartum Chic
Baby Boom | Princess Beatrice Proves Zara Is Postpartum Chic
Plus: Hormonal skin changes call for safer, seasonally smart products.
Sophie Bruxner-Randall
April 30, 2025 • Estimated Reading Time: 8 minutes
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Welcome to Baby Boom, the essential newsletter for professionals in maternity eCommerce.
Editor’s Pick 🌟
Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.
At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.
In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:
⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.
🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.
🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.
Sector Spotlight 🎥
BEAUTY MARKET TRENDS
The global maternity intimate wear market is projected to grow from $1.3 billion in 2025 to $2.2 billion by 2032, driven by rising maternal health awareness, eCommerce expansion, and demand for functional, sustainable, and inclusive products. North America leads in market share, while Asia-Pacific sees the fastest growth. Marketers should recognize challenges around size variability, high returns, and intense competition from established brands.
BEAUTY WELLNESS INSIGHTS
Pregnant consumers with oily skin experience heightened sebum production due to hormonal shifts, making oil control and breakout prevention essential. Implementing a skincare routine centered on gentle cleansing, targeted exfoliation, lightweight moisturizers, and broad-spectrum sunscreen addresses these needs. Marketers targeting this segment should prioritize transparency around ingredient safety and offer seasonally adaptable products.
PARENTING HEALTH TRENDS
Baby acne is a common, harmless condition in newborns, often resolving naturally; its causes relate to hormones and skin adaptation rather than allergies. While breast milk lacks clinical evidence as a cure, its antibacterial and anti-inflammatory properties make it a safe, low-cost remedy frequently used by parents. Marketing professionals targeting new parents in the childcare or health sector can leverage these insights to shape trust-building campaigns centered on education and practical home solutions.
PREMIUM BABYCARE TRENDS
India’s babycare sector is experiencing rapid growth in premium wellness, fueled by rising incomes, conscious consumerism, and demand for organic and chemical-free products. Brands like Dabur, Baby Forest, and Maate are differentiating through ayurveda-inspired and eco-friendly options. Marketers should capitalize on this consumer shift by emphasizing transparency, ingredient safety, and tradition.
ROYAL FASHION MARKETING
Princess Beatrice’s choice of accessible Zara and high street brands after childbirth spotlights the growing influence of inclusive, aspirational royal fashion on consumer purchasing trends. For marketers, her public appearances offer strong case studies in leveraging influencer alignment, brand visibility, and timely eCommerce product placement strategies.
ATHLETIC FASHION TRENDS
The rise of exercise dresses signals a lucrative cross-category trend, combining performancewear with everyday comfort—especially appealing to maternity consumers seeking stylish, functional options during pregnancy and postpartum. Brands like Lululemon, Outdoor Voices, and Spanx are integrating features such as built-in bras, breathable fabrics, and gentle compression to meet evolving body needs. For eCommerce marketers, this trend unlocks key opportunities in product diversification, inclusive sizing, and content-rich influencer campaigns across platforms like TikTok and Instagram. Expect continued innovation at the intersection of athleisure, wellness, and maternity fashion.
Optimization Hub ⚙️
SEARCH INNOVATION
Generative Engine Optimization (GEO) integrates traditional SEO with AI-focused strategies, ensuring content is both visible in classic search results and cited by AI models like ChatGPT or Perplexity. Marketers must structure content to answer specific questions, prioritize authority, and track AI-driven citations. Adapting to GEO is essential for maintaining discoverability in an AI-driven search landscape.
DISCOVERY COMMERCE INNOVATION
TikTok Shop’s newly released playbook, developed with Accenture Song, provides marketers and brands actionable frameworks for driving growth through discovery commerce, leveraging real-time creator content and robust measurement. With TikTok Shop rapidly capturing eCommerce market share, ignoring these trends risks falling behind competitors capitalizing on content-driven online retail.
INNOVATIVE PERSONALIZATION STRATEGIES
Cookieless personalization is reshaping digital marketing by requiring brands to use first-party and zero-party data, contextual targeting, and server-side solutions instead of third-party cookies, ensuring compliance with privacy regulations like GDPR and CCPA. This shift enables marketers to maintain effective, consent-driven customer engagement while safeguarding user privacy. Marketers must adapt quickly to sustain relevance and trust.
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