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It's Layered: Redefining Loyalty in the Parenting Market

In an era where community conversations significantly influence purchasing decisions, It's Layered has emerged as a revolutionary community activation platform designed specifically for family and consumer packaged goods (CPG) brands. Launched on March 4, 2026, the platform offers a fresh perspective on customer loyalty—prioritizing engagement and participation over mere transactions.

The Founders and Their Vision

The minds behind this innovative initiative are Katie Hammond and Chantelle Voss. Hammond, the founder of The Last Layer, has spent nearly two decades in public relations, successfully building brands in the parenting and lifestyle sectors. Co-founder Voss, with expertise in organic marketing strategies through platforms like Reddit, brings a wealth of knowledge on community engagement and visibility.

The duo's vision is clear: to reshape how brands and consumers interact. As parents increasingly rely on peer platforms to validate their purchases, it has become evident that community trust plays a crucial role in the decision-making process. It's Layered aims to bridge this gap by emphasizing the importance of community involvement in brand loyalty programs.

The Mechanics of It's Layered

The It's Layered platform is user-friendly, with a mobile app available for both iOS and Android users. It allows parents to join various brand communities, engage in challenges, and earn points for their participation. Unlike conventional loyalty programs that are transaction-focused, this platform rewards consumers for various forms of engagement, such as providing verified reviews, generating referrals, creating original content, and contributing meaningfully to discussions in brand communities.

Brands can create tailored challenges that incentivize users for their interactions and contributions. This revolutionary system moves beyond reward-based transactions and fosters a deeper connection between brands and their customers. For participating brands, the platform provides insights into advocacy behaviors that are often scattered across forums and social media, giving marketing teams valuable data on genuine customer engagement.

Hammond highlights, "Purchasing confidence often stems from real conversations between parents, and the traditional loyalty model fails to capture this engagement. We designed It's Layered to support brands in facilitating and measuring these important discussions without interfering with the natural research processes that parents undertake."

Furthermore, Voss emphasizes the significance of community engagement in today's digital landscape, stating, "More than half of online purchase discussions happen in communities like Reddit. These conversations significantly impact search results and purchase decisions. By adopting a community-driven approach, It's Layered enables brands to form authentic connections with engaged consumers."

Industry Leaders Onboard

Prominent brands such as Baby Brezza, Lalo, Newton, and Oilogic are already leveraging the capabilities of It's Layered to foster deeper relationships with their customer base. With today's digitally-savvy parenting consumers increasingly valuing research-driven approaches to purchasing, these brands are keen on adapting to this new paradigm of loyalty.

In conclusion, It's Layered represents a pivotal shift in the landscape of parenting and CPG brand interactions. By encouraging brands to reward active community involvement, it not only enhances the customer experience but also builds lasting trust between consumers and brands. As this platform gains momentum, it will undoubtedly pave the way for a new era of brand engagement and loyalty in the parenting sector.

For more insights and updates, explore the platform at: It's Layered