Interview Lansinoh
Keeping abreast
of feeding with Lansinoh Breastfeeding can bring a huge level of anxiety for new mums. Nursery Today talks to Lansinoh’s UK Marketing Manager, Lisa Craven, to find out how they support mums during their breastfeeding journey. When it comes to breastfeeding, what are mums looking for?
We all know that each mother’s breastfeeding journey is unique to them and to make their breastfeeding journey as easy as possible, mums need to know that there are brands out there that understand breastfeeding and the challenges that may come with those early days when breastfeeding is being established. At Lansinoh, we have a range of products, split into categories of care, pump, store and feed, to support mums to navigate the product range and find the products to suit their needs. Trust and heritage are also important, as mums want to know that these are products that will work, whether it’s to support a short-term issue such as latching, or a longer-term solution such as the decision to express milk. Advice is also key.
What do you feel are the main anxieties that new mums might experience?
An incredibly common anxiety, amongst first-time mums especially, is the worry of “Am I doing it right?”. When it comes to breastfeeding, mums often start to doubt themselves if their baby isn’t latching well, and can often worry about whether their baby is getting enough milk. If mums do have any concerns, we definitely recommend discussing these with their community midwife or health visitor. Having this conversation with a healthcare professional can help to give peace of mind, and they will be able to offer advice and practical solutions to support mum in successfully continuing her breastfeeding journey.
Are brand names important within this sector?
In this sector especially, when both mum and baby’s health is involved, it’s important for mums to use a brand they feel they can trust. At Lansinoh, we’ve been helping mums on their breastfeeding journeys for over 35 years and we’re very proud our business has this strong heritage – the reputation of 48
nursery today
Once a mum has discovered a brand she loves and trusts, it can be reassuring when that same brand offers a variety of products which can help them throughout their entire breastfeeding journey.
SmartPump 2.0 double electric breast pump in action
How do you keep this category refreshed and innovative?
Understanding mums’ needs is key for this category. At Lansinoh, we are passionate about the category and as many of us are parents ourselves, we seek to understand the pinch points of the journey into motherhood, and aim to produce products to service this need. As an example, Lansinoh’s new SmartPump 2.0 double electric breast pump uses smart technology, which helps mums to track their pumping sessions via an app. The SmartPump 2.0 connects via Bluetooth with our Lansinoh Baby app, which enables mum to automatically track her pumping sessions. The SmartPump 2.0 is also Lansinoh’s quietest pump to date. This means mums can pump whilst not waking her baby.
At Lansinoh, we’ve been helping mums on their breastfeeding journeys for over 35 years and we’re very proud our business has this strong heritage – the reputation of the brand really speaks for itself.
the brand really speaks for itself. We’re now seeing a second generation of mums using Lansinoh, as recommended by their own mums.
Does it assist brands to have a comprehensive range that can carry mum through all the areas of breastfeeding?
Absolutely – at Lansinoh our product range is split into four categories -care, pump, store and feed, to support mums to navigate the range. Within our care range, we have products such as the Organic Nipple Balm, which helps mums to prepare for breastfeeding even during pregnancy, by moisturising and conditioning the nipples. Following birth, and once into the initial stages of breastfeeding, our multi award-winning HPA® Lanolin nipple cream is designed to soothe sore and cracked nipples when breastfeeding. And for those mums who want to express their breastmilk, Lansinoh also offers a range of manual and electric breast pumps. We also have our awardwinning Milk Storage Bags so mums can safely store her expressed milk.
Does social media play a pivotal role when we look at driving awareness?
Social media plays a major role in driving awareness in this category. We have a highly engaged audience of nearly 100,000 followers across our social media channels. Social media especially plays a huge role in terms of recommendations for new mums, as these are particularly valued within this community.
Do you have specific online tools that are here to help, or that can be useful for retailers?
We’ve just launched a new Lansinoh brand website, which features a completely new look and navigational system. It features an ‘Education and Support’ section, as well as a designated healthcare professional resource hub. We support healthcare professionals by launching CPD modules annually to support their professional development and ensure we have up to date content on our website to support mums-to-be and new mums. We also have our Happy Tummy Club email programme, which sends pregnant and new mums relevant advice tailored to each stage of their pregnancy journey into motherhood.
