# Parenting Baby Wipes Tommee Tippee's 'Advice Wipes' are Made From Recycled Parenting Publications By Laura McQuarrie | Published 2015-08-18 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/baby-wipes References: [adweek](http://www.adweek.com/adfreak/baby-brand-tommee-tippee-made-baby-wipes-reams-actual-parenting-advice-166428) & [parent-on](http://parent-on.com/) As well as Tommee Tippee's baby wipes being an essential part of cleaning up messes, the brand is also turning this infant product into a problem-solving parenting resource. The baby brand's 'Advice Wipes' were recently launched as a set of [baby wipes made from recycled materials](https://www.trendhunter.com/trends/freshist-debuts1) from printed parent blogs, [parenting books](https://www.trendhunter.com/trends/a-to-zinc-oxide) and magazine articles. Although the unique infant wipes are only part of the brand's #ParentOn campaign for now, these wipes would make [novel gifts for new parents](https://www.trendhunter.com/trends/keababies-new-product) who are weary about putting down the baby books. Rather than actually being printed with advice from other parents, caregivers and professionals, these clever wipes give real parents reassurance that their intuition is enough. This tongue-in-cheek campaign is a reminder of how the baby product industry often leaves new parents feeling vulnerable and insecure, rather than knowledge and empowered. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 24% | Activity: 72% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Babies](https://www.trendhunter.com/babies) ## Key Themes ### Why This Trend Is Growing - **Sustainable Baby Products:** Creating baby products from recycled materials, such as parenting publications, to appeal to eco-conscious parents. - **Alternative Parenting Resources:** Providing unconventional parenting resources, like wipes made from recycled parenting publications, to challenge traditional baby product offerings. - **Empowered Parenting Campaigns:** Developing marketing campaigns that empower parents and promote confidence in their own instincts, instead of relying solely on external advice. ### Industries Being Reshaped - **Baby Product Manufacturing:** Opportunity to innovate by incorporating sustainable materials into the manufacturing process, like using recycled parenting publications for baby wipes. - **Parenting Publications:** Potential to explore alternative product offerings, like creating wipes or other baby products from recycled parent blogs and magazine articles. - **Marketing and Advertising:** Opportunity to develop campaigns that challenge traditional approaches and empower parents to trust themselves, like the tongue-in-cheek #ParentOn campaign by Tommee Tippee. ## Related on Trend Hunter - [Ultra-Thick Sustainable Baby Wipes](https://www.trendhunter.com/trends/99-waterbased.md) - [Reusable Baby Care Product Lines](https://www.trendhunter.com/trends/goodnest.md) - [Minimally Packaged Cosmetic Wipes](https://www.trendhunter.com/trends/the-cheeky-panda-dry-wipes.md) - [Flushable Baby Wipes](https://www.trendhunter.com/trends/the-flush-wipe.md) - [Gentle Baby Wipes](https://www.trendhunter.com/trends/parasol-co.md) - [Hygienic Toddler-Specific Wipes](https://www.trendhunter.com/trends/lil-dude-wipes.md) - [Versatile Cleansing Wipe Products](https://www.trendhunter.com/trends/nicepak-wetnaps.md) - [Informative Parenting Books](https://www.trendhunter.com/trends/a-to-zinc-oxide.md) - [Cotton-Enhanced Diaper Prints](https://www.trendhunter.com/trends/diaper-line.md)