Nearly 40 years after its founding, Lansinoh is embarking on a global brand relaunch designed by Baldwin& to spotlight not only its innovative breastfeeding and postpartum products, but also its ongoing fight for change and equality for new mums.

‘Stand With the Mothers’ launches internationally on March 8th across search, email and social media (Facebook, Instagram, TikTok) and is slated to run through December 2023. It was shot by photographer Bri McDaniel who also served as co-creative director. 

“For most new mums, Lansinoh is known as the ‘purple brand,’ trusted and there for them,” explained group creative director Emily Watson.

“Our goal is to elevate that message and bring awareness to the need to build a village where new mothers feel seen, supported, and empowered” added Jen Matthews, director of Design at Baldwin&. 

That need has never been greater. Lansinoh’s own research with mothers indicates that 95% don’t feel that new mums are sufficiently supported by society. A lack of federal paid leave, quality and affordable child care resources, and inequitable health care continue to place tremendous pressure on new families.

From its very beginning, Lansinoh has been committed to finding ways to build community for breastfeeding mums, offering them the integral help and support they need to achieve their goals.

“For a new mum, there is no more transformational time than the postpartum period.  From the time they give birth, running well into that first year of their baby’s life, is a time of profound change, incredible joy, and immense stress. But it is often also so private, mums’ labour and sacrifices go unseen and unappreciated”, said Erin Langley, head of the Global Brand Studio for Lansinoh Laboratories. “We want all mothers to know that we see them and are committed to serving them with innovative products that care for their needs.”