In the past two years since SPC has profiled the baby and toddler category,a lot has happened in terms of launch pace and innovation.Moreover,it is a universal truth that whatever money people won't spend on themselves,they will justify spending tenfold on their offspring.The level of attention paid by parents as to what goes on their babies' skin is easily equal to what goes in their mouths or the clothing they will wear.As in all areas of the beauty industry,attention is now being paid by parents to bloggers and influencers of the 'mummy' variety who have legions of followers on their blogs and Instagram and Twitter profiles,and who are happy to weigh in with their(paid or unpaid)opinion on the latest beauty items for little ones.Sarah Roberts is a mum of three children,ranging in age from three to six,who started her blog,Don't be Sorry,when her eldest son was diagnosed with Down's Syndrome at birth;she currently has 40,000 people following her across all her social media channels.
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