MIAMI--(BUSINESS WIRE)--Frida, the parent company behind Frida Baby and Frida Mom, announced today the launch of Frida Mom Breast Care – a comprehensive line of products curated and designed to improve the postpartum breast care experience for women. Frida’s mission has always been to address head-on the raw realities of parenting. The groundbreaking 2019 launch of Frida Mom tackled the transformative physical experience women navigate when recovering from birth - an otherwise neglected or nonexistent category. They are now harnessing that same insight with the new Breast Care line by exposing the pain points associated with breastfeeding - regardless of what stage of that journey women are on. Whether she’s nursing, pumping, weaning, or choosing to never start at all, it’s a delicate emotional and physical journey that women today are uniquely unprepared for. Not anymore.
Producing milk, despite society’s portrayal otherwise, has the potential to be a traumatic and uncomfortable introduction to new motherhood during an already delicate time in a woman’s life. The American Academy of Pediatrics encourages women to exclusively breastfeed for the first six months. That introduces an unrivaled pressure to “perform” in spite of those physical discomforts. The reality, however, is that in the United States, less than half of babies are still exclusively breastfed by three months, and by six months that number falls to 25%. New moms are expected to prioritize milk production at the expense of their pain, DIY-ing their way through lactation woes - whether it’s an electric toothbrush to massage out clogged ducts or cabbage leaves to slow the flow. The facts in the US suggest that for most women the pain simply isn’t worth the gain. To date, consumer products have neglected to solve for those realities, until now.
Chelsea Hirschhorn, mom of three and CEO of Frida, and her team set out to “un-hack” the hacks by creating a line of products that meaningfully improve archaic You-Tube solutions and prioritize a woman’s comfort above all else - yes, even above making milk. The result? A thoughtfully curated postpartum lactation experience – whether choosing to breastfeed or choosing to not – that for once isn’t eclipsed by what’s best for baby and instead asks - “what’s best for mom?”
“The expectation that women prioritize milk-making above their own physical comfort is antithetical to the expectation that women continue for six months or more,” says Chelsea. “The reality is that women are blindsided by the physicality of breastfeeding - raw nipples, uterine contractions, painful clogs - no one tells you that it can be as painful as your vaginal recovery. It’s all part of the postpartum physical experience - but it never gets any air time because the end supposedly justifies the means. The two don’t have to be mutually exclusive.”
The complete Frida Mom Breast Care portfolio addresses several physical discomforts of breastfeeding - and aims to prepare and educate women for the reality of what their body will go through. The following products are available at Target, Amazon and FridaMom.com:
- Adjustable Nursing Pillow to customize the lap-to-latch experience based on body type and baby’s age
- 2-in-1 Lactation Massager that combines heat and vibration to eliminate clogged ducts
- Instant Heat Breast Warmer for targeted or full-breast relief - no microwave required
- Breast Masks for Lactation, Engorgement and Hydration
- Postpartum Gummies for Lactation - because who really wants more tea or cookies?
- Breast Care Self Care Kit when you want to give the baby shower gift you know she’ll really appreciate.
The brand is releasing an anthem campaign video alongside the product line to help prepare women, and normalize the deeply conflicting emotional breastfeeding journey. The video lifts the veil on the universal challenges that women (and their breasts) face - whether starting or stopping - and exposes the untold but ubiquitous inner monologue most women struggle with during this transformational time. In February 2020, Frida Mom’s postpartum ad, which exposed the raw realities of a woman’s vaginal birth recovery, was rejected from airing during one of Hollywood's most anticipated annual award shows. This year, Frida found a home for their breast care message. A cut of the new ad for Frida Mom Breast Care will premiere at the 78th Annual Golden Globes on Sunday, February 28th on NBC and across NBCUniversal digital properties beginning on March 1st. It will also live on Frida Mom social channels and YouTube. The boobs are about to enter center stage, and it’s everything but titillating.
“At NBCUniversal, we are passionate about bringing to life authentic portrayals of women and sharing their stories with people around the world,” said Ann Scheiner, Senior Vice President, Advertising Sales, NBCUniversal. “We are committed to using our platform to share ‘HER’ story – the story of so many women – and are proud to spotlight the joys and challenges of motherhood with this groundbreaking new creative from Frida Mom.”
Whether it’s day three and you’re throwing in the towel, or day 333 as a lactation station, Frida Mom is here to holistically address the realities of your postpartum recovery, top to bottom, because raising a human requires feeling like a human.
