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How did Anointment transform from soap to a best-selling New Mom & Baby skin care line?

Anointment Original Branding

Anointment began as a stall in the Halifax Brewery Farmers’ Market in 2002. Selling bar soap, Anointment did brisk business with customers who came weekly to buy multiple bars of soap packaged simply in hand-stamped paper bags secured with twine. Herbal baby products were a side idea for a booming soap business. Fifteen years later, the tables have turned and soap is now a smaller focus for a business known more for its New Mom & Baby products. How did that happen?

Anointment left the Farmers’ Market in 2008. After a brief hiatus and a change of ownership, Anointment re-emerged at a Halifax natural parenting store then owned by new Anointment owner April MacKinnon where local customers were relieved to find their beloved bar soap. For the next few years, soap remained the top selling category.

In 2011, after relocating from Halifax, NS to Sackville, NB and the birth of her third child, April worked with a handful of local families to provide postpartum doula support until her own family obligations forced a re-prioritization. April was also struggling to find direction for Anointment. One day, while having a lengthy telephone conversation with a fellow baby industry business owner, it was suggested that Baby Balm be submitted for a PTPA Media Award for best new product – and Baby Balm received that award! The lightbulb went on! What if Anointment New Mom & Baby products could embody the postpartum support of a doula in the products themselves? What might that look like?

It started with product formulations. Every ingredient was scrutinized and evaluated. Parents have a lot on their plate, it’s important that Anointment create products with intentional ingredients and product formulations that are pure, simple, and effective. We made changes, we found new suppliers with organic certifications.

We continued with packaging and new label designs. How could we impart a welcoming, supportive feeling into our packaging? We went through several iterations of designs, including lighthouses, whales and other Maritime imagery before bringing it really close to home: using the designs pressed into the doorknobs of the century Farmhouse I call home with my family. It fit like a perfectly warm hug.

That was just the beginning. As interest and product love grew, so did our New Mom & Baby line. We added more products to support moms in the immediate days postpartum when our body and spirit are raw. We tucked well wishes into the flaps of boxes, recipes into the insides of gift sets. Adding the intangible into a tangible item.

Anointment continues to grow and evolve, but today, our New Mom & Baby Line continues to be our best-selling line of products, and we couldn’t be more proud!