To understand our customer:

• The new parent(s) of a baby who wish to make the best possible decisions concerning the day-to-day care of their infant but receive conflicting messages from friends, family, advertising, and healthcare providers.

To provide our customers:

• A brand name that connotes quality, credibility, trust and caring.
• A focused assortment of infant toiletries and body care products that are natural, safe, effective and widely available.
• Access to information and advice (printed, Internet and word of mouth) about infant care and the effectiveness and safety of products.
• Acceptance and support of the brand by healthcare practitioners.

To deliver to our retail channels:

• Focused marketing and advertising support of the brand.
• Continuing research, innovation and testing to assure an on-trend assortment of best-in-class infant care products.
• Quick response distribution of product and display materials to selling locations or distribution centers.
• Gross margin opportunities associated with value added consumer products.

To conduct ourselves as a company with:

• Teamwork and coordination at all levels. Treat each other with consistency, fairness and respect.
• A clearly defined and enforced code of conduct to promote honesty and integrity.
• Honest, open and constructive communications throughout the organization.
• Financial rewards and career advancement in recognition of value added contribution by individuals who have had superior training to enable them to succeed.

To achieve: