Listening Blog

 

I selected the brand HONEST co-founded by Jessica Alba because I heard about this brand through my younger sister about 8 years ago. She was a new mom with a newborn and was so concerned about the child’s safety. She couldn't trust that other diaper companies had the best interest of the well-being and safety of the little ones. I thought I'd come back to see how much it’s grown if anything. As of April 2024 it is said Jessica Alba will be stepping down from her role as chief creative officer

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The value proposition of her brand promises honesty and transparency with the  ingredients. The brand targets mother’s where it is encouraged to not only care for their children but to care for themselves as well. This brand also promises free chemical ingredients to keep the children safe. Clean ingredients, eco friendly and good for sensitive skin. Not only is your baby protected, your baby can also be stylish. It promotes the importance of values, social responsibility and uniqueness . 

 Their designs are customizable to the child’s personality, good price for a bundle, the convenience of having monthly diaper re-stock without having to worry about overpricing, and making it accessible for payment. It gives mothers a piece of mind to have a company that they can rely on and trust.

Their marketing strategy is to keep customer engagement through social media, like Instagram, Facebook and TikTok. You can see the company reaching out to their customers by answering the comments they leave and address any issues

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 Everyone shares ideas and experiences about being new mothers. The brand has created a place where stories and struggles are welcomed. As I had mentioned the company also promotes services for self care and beauty products. The only downside I have seen is that some products have fragrance and people tend to stay away from that. 

Some mothers are requesting for more variety of prints and different styles to be available at stores near them. Seems like the promise of custom prints and unique styles has come short. 

A TikTok review from a mother called Lauren Cook talks about what helped her gravitate to this brand, is the promise of organic and natural ingredients. She mentions the pros of this brand is the lightness of the diaper and the way it folds, which helps while changing a diaper, but it also comes with a con. She states that although the lightness of the diaper is great, it wouldn't be the best option for a heavier duty.

This was a heartwarming experience to investigate this brand, helping mothers out there to make better and more thoughtful choices. Making them feel a part of the brand by allowing them to interact and share their stories. 

There is a lot of competition around, and it is becoming more and more popular for celebrities to create their own beauty and cosmetics that also promote organic, clean, and low-toxic ingredients. Although it is a beautiful brand, the content seems to be losing content quality for instance on Instagram, and seems a bit disorganized with its aesthetic. Maybe Jessica Alba stepping down from the role as chief creative officer is a strategy to change a few things and as she states, “shift her creative energy to new endeavors."