Women’s lifestyle magazine brand, Good Housekeeping UK is expanding its state of the art product testing into the world of parenting.
The Good Housekeeping Institute (GHI) Parenting Awards will launch in October 2024, and will aim to champion the best products available to parents, spanning everything from nappies and wipes to cots and prams.
All products nominated for an award will have been put through the GHI’s rigorous testing processes, evaluated by a mixture of both industry experts and a consumer panel to determine efficacy and value.
The launch of the new testing vertical comes as the GHI celebrates its 100th anniversary in the UK, building on a century of specialised expertise and consumer trust that now sees more than 3,600 products tested every year at its specialist facility in south-west London.
The GHI is working with parenting expert Sally J. Hall on the project, who has written extensively on pregnancy, birth and the health and development of both pregnant mothers and their babies.
“We’re excited to be expanding into parenting this year, as we celebrate 100 years of testing in the UK,” commented Laura Cohen, head of accreditation at the Good Housekeeping Institute. “We know that choosing the right pram or cot can be really overwhelming and costly, particularly for new parents. Likewise, with so many products hitting the market, it can be challenging for high performing products and brands to get the cut through they deserve. The aim of our new Parenting Awards is to help consumers make the right choices when purchasing products through the knowledge that they can trust our awards process.”
Laura continued: “Data here at Hearst UK shows that parents with children under the age of 16 are a third more likely to say that product reviews have a major influence on purchasing decisions than the average consumer. We’ve seen this first hand with the GHI Approved endorsements over the years, and are now looking forward to working with the most innovative and exciting brands in the parenting space.”
