Baby Dove and Peanut Unite to Launch Nested: A New Digital Community for Modern Parents
In a world where parenting can often feel overwhelming, Baby Dove has stepped up to provide much-needed support by launching a novel digital platform called Nested, in collaboration with the popular motherhood app Peanut. This partnership marks a significant step towards redefining how new parents navigate the complexities of modern parenting, creating a virtual haven where they can seek advice, connect with other parents, and discover trustworthy products. The initiative responds to the growing trend of 'nesting,' where expectant parents prepare their homes and lives for a new arrival, and addresses a pressing need identified in a recent Baby Dove survey.
The study revealed that a staggering 69% of first-time Gen-Z and Millennial mothers feel ill-prepared for motherhood. Moreover, 60% expressed that sharing honest experiences with fellow moms could greatly help them during this transition. Yet, a worrying number, half of them, lack a supportive community to rely on—underscoring a significant gap that Baby Dove aims to fill with the Nested hub. The initiative particularly emphasizes the unique challenges faced by Black mothers, with the survey indicating that 42% feel insufficiently supported during pregnancy and childbirth, compared to just 25% of mothers overall.
Kathryn Holl Fernandez, Head of Dove US Skin Cleansing Brand Purpose, shared insights into this initiative's conception, stating, "Every mom deserves to feel understood and supported. The narrative around motherhood often idealizes the 'supermom' who can achieve it all, but the reality is that this perception can leave many parents feeling isolated and inadequate." With Nested, Baby Dove endeavors to provide more than just superior skincare products for babies; it is about fostering an environment where parents can find community and empathy.
In an age where social media influences the way we connect, research shows that 51% of new moms turn to online communities over close family for guidance during pregnancy. Peanut, as a dedicated space for mothers, presented a perfect partnership for Baby Dove. Michelle Kennedy, CEO and Founder of Peanut, echoed this sentiment, stating that the platform's mission is to ensure that no mother has to traverse the journey of motherhood in isolation. "With Nested, we aim to offer a supportive network where parents can find solidarity, expert advice, and a nurturing environment to thrive," she said.
The Nested platform will feature valuable resources including a Doula Directory and a wealth of articles backed by research insights to address the questions modern parents ask every day. It will also provide curated Baby Dove product offerings that are dermatologist-tested and pediatrician-recommended to care for babies' sensitive skin, showcasing collections such as Rich Moisture for dryness, Calming Moisture for nighttime routines, and specialized care for melanin-rich skin and eczema-prone skin.
The digital hub will serve as a lively chat forum, allowing parents to engage in discussions that matter to them and connect with others who share similar experiences. Award-winning media executive and mother of two, Danielle Cadet, will spotlight the Nested campaign on her new podcast, "Pregnant Pause." As part of this initiative, she plans to interview expert Nicole Deggins, a certified nurse midwife and doula trainer, to discuss the realities of motherhood in today’s society and the importance of community support.
Cadet remarked, "Community is essential in motherhood; seeing your own experience reflected back to you can be empowering. I'm thrilled to be part of this campaign to highlight the care and connection that every mom needs."
With the launch of Nested, Baby Dove continues its commitment to supporting a diverse range of families, going beyond the product shelf to make a tangible difference in parental well-being. More information about the platform and how to join the Nested community can be found at www.peanut-app.io/nested. Stay tuned for the premiere of the Pregnant Pause Nested episode on September 3, which will be available on all podcast platforms and on the xoNecole YouTube channel.
Baby Dove stands by its mission to instill confidence in new parents as they navigate the beautiful yet challenging journey of raising a child, all while upholding its core values of trusted care, expert guidance, and community support that resonate deeply in today’s world.
The study revealed that a staggering 69% of first-time Gen-Z and Millennial mothers feel ill-prepared for motherhood. Moreover, 60% expressed that sharing honest experiences with fellow moms could greatly help them during this transition. Yet, a worrying number, half of them, lack a supportive community to rely on—underscoring a significant gap that Baby Dove aims to fill with the Nested hub. The initiative particularly emphasizes the unique challenges faced by Black mothers, with the survey indicating that 42% feel insufficiently supported during pregnancy and childbirth, compared to just 25% of mothers overall.
Kathryn Holl Fernandez, Head of Dove US Skin Cleansing Brand Purpose, shared insights into this initiative's conception, stating, "Every mom deserves to feel understood and supported. The narrative around motherhood often idealizes the 'supermom' who can achieve it all, but the reality is that this perception can leave many parents feeling isolated and inadequate." With Nested, Baby Dove endeavors to provide more than just superior skincare products for babies; it is about fostering an environment where parents can find community and empathy.
In an age where social media influences the way we connect, research shows that 51% of new moms turn to online communities over close family for guidance during pregnancy. Peanut, as a dedicated space for mothers, presented a perfect partnership for Baby Dove. Michelle Kennedy, CEO and Founder of Peanut, echoed this sentiment, stating that the platform's mission is to ensure that no mother has to traverse the journey of motherhood in isolation. "With Nested, we aim to offer a supportive network where parents can find solidarity, expert advice, and a nurturing environment to thrive," she said.
The Nested platform will feature valuable resources including a Doula Directory and a wealth of articles backed by research insights to address the questions modern parents ask every day. It will also provide curated Baby Dove product offerings that are dermatologist-tested and pediatrician-recommended to care for babies' sensitive skin, showcasing collections such as Rich Moisture for dryness, Calming Moisture for nighttime routines, and specialized care for melanin-rich skin and eczema-prone skin.
The digital hub will serve as a lively chat forum, allowing parents to engage in discussions that matter to them and connect with others who share similar experiences. Award-winning media executive and mother of two, Danielle Cadet, will spotlight the Nested campaign on her new podcast, "Pregnant Pause." As part of this initiative, she plans to interview expert Nicole Deggins, a certified nurse midwife and doula trainer, to discuss the realities of motherhood in today’s society and the importance of community support.
Cadet remarked, "Community is essential in motherhood; seeing your own experience reflected back to you can be empowering. I'm thrilled to be part of this campaign to highlight the care and connection that every mom needs."
With the launch of Nested, Baby Dove continues its commitment to supporting a diverse range of families, going beyond the product shelf to make a tangible difference in parental well-being. More information about the platform and how to join the Nested community can be found at www.peanut-app.io/nested. Stay tuned for the premiere of the Pregnant Pause Nested episode on September 3, which will be available on all podcast platforms and on the xoNecole YouTube channel.
Baby Dove stands by its mission to instill confidence in new parents as they navigate the beautiful yet challenging journey of raising a child, all while upholding its core values of trusted care, expert guidance, and community support that resonate deeply in today’s world.
Topics Consumer Products & Retail）
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