The Absorba brand joined the IDKIDS ecosystem in November 2020. Since then it has been completely repositioned as closely as possible to its DNA. What is its mission? Take care of babies and new parents. This is translated by a partnership with charity SOS PREMA.
Why & how? Laurent EVAIN, Marketing Director, explains.
Why did you choose SOS Préma?
Absorba’s mission is to take care and guarantee the well-being of every baby…including the 10% that are born premature every year! SOS Préma is THE support charity for parents going through a premature birth so it seemed an obvious choice. It was essential for us to have the support of experts who could explain
- what the babies need,
- how the parents are feeling,
- and the expectations of the nurses.
“IT WAS ESSENTIAL FOR US TO HAVE THE SUPPORT OF EXPERTS”
What does your partnership involve?
We have co-designed a range of baby products genuinely created for little babies. It was not enough to just reduce the size of our existing models. We started from scratch. We have really focused our attention on ergonomics.
We considered baby’s well-being
- in terms of premature care as they experience different situations that involve undressing, dressing, etc.
- in terms of size, so that the clothes are perfectly adapted to baby’s tiny measurements
- in the combination of materials, so clothes are neither too hot nor too cold, absorb perspiration if required, etc.
And we have integrated the concept of ergonomics for the nurses, parents and anyone who uses our products. We designed products that keep the person in contact with baby, eliminating any unnecessary movements. In total, we have a small range of 8 essential items.
How has the collection been received by parents / nurses / doctors?We were able to present it for the Nurses Day organised by SOS Préma on 6th and 7th October 2022. The reaction was incredible: they all talked about the terrible lack of dedicated products on the market. Expectations ran particularly high with professionals who had perfectly understood that clothes can represent a connection. And many also spoke of their satisfaction at seeing that these products were made in France. All the hospitals that saw the presentation have already contacted us to buy our products!
