An Analysis of Trust and Safety Factors Influencing Parental Preference for Baby Skin Care Products

Baby skin is delicate and highly sensitive, requiring specialized care and protection. In recent years, the demand for baby skincare products has increased significantly due to growing parental awareness regarding infant health and hygiene. Parents are highly cautious when selecting skincare products for their babies because of concerns related to safety, ingredient composition, and possible skin reactions. Among the various factors influencing purchasing behaviour, trust and safety have emerged as the most important determinants shaping parental preferences. This study aims to examine the influence of trust and safety factors on parental preference for baby skincare products. The research adopts a conceptual approach based on secondary data collected from existing research articles, journals, and consumer behaviour studies. The conceptual framework developed in this study highlights the relationship between trust factors such as brand reputation, product quality, ingredient transparency, and brand reliability, and safety factors such as dermatological testing, hypoallergenic ingredients, chemical-free formulations, and safety certification. These factors are proposed to influence parental preference for baby skincare products. The findings suggest that parents prefer products that ensure safety, transparency, and reliability. The study also provides useful insights for marketers and manufacturers to enhance consumer trust and improve safety standards in baby skincare products