• According to Euromonitor International, gender expectations are shifting, and child-specific products are a segment to watch. Brands are slowly moving away from gender specificity towards more gender-neutral products.
• Newer skincare brands are “entering the gate with gender fluidity already built into their DNA, experts say, using advertising that reflects diversity in race and gender, and packaging products in ways that avoid old stereotypes.”
• Nordstrom is one of the brands that has embraced gender-neutrality for the kid’s skincare category. It has a gender-neutral baby skincare sets gifts on its website.
•  One existing gender bias is the fact belief that pink is for girls and blue for boys.
• In terms of racial bias, many products favor specific skin tones and not all of them.
•  There is outright skin tone bias mainly because individuals tend to categorize others, perceiving them as members of a social group (in this case, a group with a specific skin tone) rather than as individuals.
• In the skincare industry for kids, there is a need to develop products for all skin tones and skin types and market the same as all-inclusive non-biased products.

Summary of Early Findings

• We found some insights around existing biases in the baby/kid's skincare category during the initial research.
• However, due to time limitations (1 hour), we could not delve deeper and compile a comprehensive report on the same.
• The research team will require additional hours of research to compile the needed information.
• Please proceed to pick one or more of the proposed next steps in the scoping section below.