Active Children Require Consistent Personal Care to Stay Fresh
Active children are synonymous with playing, moving, and exploring, which leads to increased sweating and a need for proper personal care routines. For parents, children’s personal care is not just about cleaning, but also about using products that can be used daily while providing an enjoyable experience for the child, without worrying about quality and at a price suitable for the family’s routine needs.
To this end, B&B, a children’s personal care brand from Kino Indonesia, is introducing its latest product range designed to support the daily lives of active children. Featuring a ‘Formulated for Kids’ approach, the B&B product range is equipped with an Active Fresh Formula that combines three functions: Gentle Antibacterial, Odour Control, and Long-Lasting Fragrance, ensuring children remain clean, fresh, comfortable, and fragrant all day.
The presence of B&B is expected to provide a personal care solution that is more relevant to the daily lives of active children. In addition to product benefits, B&B offers more economical value through packaging containing 25% more content on certain products, thereby supporting the routine usage needs of families.
Head of Marketing for Home and Personal Care at Kino, Lidwina Natalia, stated that the increasingly diverse activities of children are shaping the need for more relevant personal care. “Children grow with diverse activities. They play, move, and explore as part of their daily lives. For us, these activities need to be supported. Therefore, through B&B, Kino aims to be present as a personal care brand ‘Formulated for Kids’ that follows the daily lives of active children and helps them feel clean, fresh, comfortable, and long-lasting fragrant after their activities,” said Lidwina in her statement on Thursday (4/9).
An internal study by B&B involving 100 mothers with children aged 3–6 years showed that 90% of mothers stated their children sweat more easily and require products with long-lasting fragrance. Furthermore, parents with children aged 3–12 years use an average of 2–4 children’s personal care products in their monthly routines. In line with MarketLine’s 2025 market research, the value of the baby and child personal care industry in Indonesia has surpassed USD 1.96 billion. This reflects the rapid adoption of daily care products among parents.
Fitri Tropica, a public figure and mother, noted that these needs are closely related to the daily experiences of parents. “If you have active children, they can play, run, and then sweat. As a parent, of course, it is a pleasure to see children exploring freely. What then becomes part of our routine is how, after playing, the child can return to being clean, fresh, comfortable, and long-lasting fragrant, and of course, with products specifically for children,” said Fitra.
To meet these needs, B&B presents a ‘Formulated for Kids’ personal care range that covers a child’s needs from head to toe. B&B was developed by understanding the personal care needs of active children and addressing the challenges parents face in providing the best products for their children. B&B aims to support the needs of active children by providing a fresh, comfortable, and fragrant experience after activities.
Group Brand Manager of B&B, Popi Novella, explained that the B&B range is designed with different functions to complement children’s personal care needs. “B&B is present in a practical product range for children’s needs, ranging from hair and body care to oral hygiene. Each product has different functions and benefits according to its usage needs, and most importantly, it is ‘Formulated for Kids’,” explained Popi.
Every B&B product variant carries the Active Fresh Formula, which combines three main functions: Gentle Antibacterial, Odour Control, and Long-Lasting Fragrance. Gentle Antibacterial helps clean germs and bacteria that can be a cause of body odour. Odour Control helps reduce and suppress unpleasant odours, while Long-Lasting Fragrance provides a lasting aromatic experience.
“Fragrance is one of the strengths of the B&B range we are presenting. Through the Active Fresh Formula, we want to provide a personal care experience that not only cleans but also helps maintain freshness and provides a long-lasting scent with B&B fragrance choices developed to provide a pleasant aromatic experience for both children and parents, while also being part of the personal care experience after children have been active,” said Popi.
B&B is available through a range of products for active children, such as Hair & Body Wash, Shampoo & Conditioner, Shower Gel, Body Powder, Spray Cologne, and Toothpaste with unique and fresh fragrance variations. Each product has different benefits according to its function: Hair & Body Wash helps clean hair and body practically; Shampoo & Conditioner with Hawaiian kukui nut extract helps care for hair; Shower Gel with 5x moisturising helps maintain skin moisture; Body Powder helps absorb excess sweat; and Toothpaste features 10 Complete Care for oral and dental care.
VALUE ASPECT
Available with 25% more content, B&B also pays attention to the value aspect as part of the consumer experience. For B&B, value does not only mean affordability, but also benefits, quality, product quantity, and the usage experience received by the consumer. B&B serves as a product range under one brand that can meet the personal care needs of active children, providing parents with a more practical choice to complete their child’s routine.