By  on June 27, 2008

Mustela, which makes personal care products for babies and moms-to-be, is launching its third baby line in July, this one targeting tots with sensitive skin, called StelaProtect.

Mustela research shows that 60 percent of pregnant women consider themselves victims of sensitive skin, many of whom fear passing it on to their children. Enter StelaProtect, which comprises four items: Face Cream, meant to hydrate and sooth tightness and discomfort, $16; Body Milk, a water and oil emulsion, $18; Cleansing Foam, a gentle cleanser for the face, body and hair, $16, and a No-Rinse Cleanser, a gel meant to be used with a cotton ball for the face, body and diaper area, $14.

All products use a patented active ingredient of avocado sugar, which is extracted from dried avocados, and are said to reinforce and restore the skin barrier to create a tolerance against any skin irritants. These products are also free of fragrance, colorants, parabens and preservatives, and are also hypoallergenic.

Nannette Silverberg, director of Pediatric and Adolescent Dermatology at St. Luke's Roosevelt Hospital Center in New York, explained that infants have thinner skin, allowing it to be easily penetrated. StelaProtect, in turn, aims to protect skin from exposure to harsh chemicals, dirt and other irritants.

Products are expected to roll out in mid-August to about 400 doors, including Babies 'R' Us, Bath & Body Works, Buy Buy Baby and Drugstore.com.

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