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Bottoms Up



Lansinoh, maker of well-known breastfeeding products, enters new territory with a diaper rash treatment.



Published June 11, 2009
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Bottoms Up



Lansinoh, maker of well-known breastfeeding products, enters new territory with a diaper rash treatment.



By Christine Esposito
Associate Editor



While breastfeeding moms around the world have come to rely on its nipple treatment product, Lansinoh Laboratories has expanded its expertise to another sensitive area: babies' bottoms.

The Alexandria, VA-based company, founded in 1984, has added a new diaper rash treatment that contains a blend of three special ingredients that work together to soothe, treat, and prevent diaper rash. Lansinoh Diaper Rash Ointment relies on the company’s HPA Lanolin, an ultra pure, medical-grade of lanolin—the sole ingredient in its popular topical breast therapy treatment, which is one of the most popular creams used by nursing mothers to soothe, heal and protect sore, cracked nipples and is the only topical nipple treatment endorsed in the U.S. by La Leche League International.

The rash formulation also includes microfine zinc oxide, which Lansinoh says sets it apart from traditional ointments, because it goes on white but rubs in clear.

“Unlike other zinc oxide products, which can be goopy and messy, Lansinoh Diaper Rash Ointment has an elegant non-greasy texture so it applies smoothly and gently to baby’s delicate skin. What moms love most about this product is that it goes on white, so you know where you applied it, but it rubs on clear, so there is no mess on hands, clothing or baby,” said Katherine Azima, brand manager for Lansinoh Laboratories, Inc.

The hypoallergenic ointment, which uses dimethicone for superior spreadability, is fragrance-free, another selling point in today’s baby care market.

“Many diaper rash ointments on the market have a strong or foul odor. A strong scent doesn’t mean it’s working any harder to alleviate the diaper rash,” Ms. Azima told Happi.“In addition to strong, lasting protection, it provides a fragrance-free and hypoallergenic solution so baby will smell like a baby and not like diaper rash ointment.”

Lansinoh, which sells its products in 36 countries, is currently stocking the diaper rash ointment in the U.S. at Walgreens, Babies R Us, and Diapers.com.

Caption:
Lansinoh’s new diaper rash treatment uses an ultra pure, medical-grade of lanolin to treat baby’s bottom.



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