In the first three months of life, soothing a newborn can be a challenge for new parents as the baby leaves the security of the womb for the often over stimulating outside world. To develop a solution to this challenge, researchers at Newell Rubbermaid's Graco brand -- a leading manufacturer and marketer of infant and juvenile products -- looked beyond conventional wisdom. By studying how new parents calm their children, as well as incorporating new findings in infant neurosciences and sensory processing, Graco realized that the key to soothing a newborn is creating a nurturing environment utilizing unique combinations that simulate the womb experience.
The result: Graco Sweetpeace, the first-ever Newborn Soothing Center, which mimics the sensations babies first experienced in the womb in order to foster an easier transition from womb to world. It offers the ultimate in comfort and security for newborns, providing a peaceful multi-sensory experience that soothes a baby's senses:
- Motion -- one of the constant sensations in the womb, motion, is the primary tool parents use to soothe babies. Sweetpeace offers a unique, adjustable swaying motion which mirrors swaying in a parent's arms;
- Touch -- following birth, babies crave being held and embraced, as it offers the similar comforts of a mother's womb. Soft padding and an integrated swaddle blanket create a cozy, hug-like environment;
- Scent -- newborns recognize their mothers through the sense of smell. A removable swaddle blanket allows a mother to infuse her familiar, comforting scent, which can calm a baby;
- Sound -- Sweetpeace is equipped with low-frequency sounds that replicate what is heard inside the womb, a proven soother for infants. It also has an MP3 plug-in connection to make it easy to play calming music;
- Sight -- visual complexity can over-stimulate newborns. An adjustable canopy limits distracting visual stimulation, while a mirror helps baby feel focused and settled by seeing his or her own reflection.
To educate new parents about the benefits of Sweetpeace and introduce them to the new category of infant soothing, Graco has launched a multimedia marketing campaign including online, in-store and direct mail components. A dedicated website, http://www.mysweetpeace.com/, enables consumers to become better soothers, learn about Sweetpeace by viewing an interactive video and initially encouraged parents to add Sweetpeace to their gift registry by offering a free swaddle blanket with pre-registration.