Bounty evolves into a multi-platform destination for Australian parents

Posted 18 March 2020 in Announcement

Bauer Media has announced a major multi-platform transformation for its parenting brand Bounty with the launch of a new product review website, an exciting members’ rewards program and a refreshed brand identity.

Through its iconic sample bags, Bounty has been providing trusted information and support to Australian parents and expecting parents for more than 35 years. In this extensive brand expansion and with the launch of, Bounty is now reaching and interacting with parents online as they make their purchasing decisions and seek authentic advice, reviews and information.

The brand expansion also includes an attractive members’ loyalty program for parents and parents-to-be, offering great rewards, exclusive offers and the opportunity to be part of product trial teams, as well as a fresh approach to the industry respected Bounty Baby Awards.

Sarah-Belle Murphy, executive general manager at Bauer Media said: “Bounty is such a well-known and trusted brand among Australian parents and the health industry. Our Bounty bags are endorsed by the Australian Midwives Association and hospital-approved, and the reach is unrivalled – getting into the hands of over 80% of both expectant parents in the first trimester and new parents in the first 48 hours of their baby’s life.

“Now, with our digital platform we’ve grown that ability to reach Australia’s broader parenting audience, supporting, advising, informing and engaging across more channels than other parenting brands.

“For our commercial partners a wide range of highly targeted opportunities are available across platforms to connect brands with this very active audience at key life stages, from pregnancy and birth through every parenting milestone.”

The new Bounty digital business builds on the success of the beautyheaven model, leveraging the power of peer-to-peer product reviews, product trial teams, and a robust and highly engaged membership. And it adds to a large portfolio of parenting products ranging from the Bounty Bags to information books, the annual awards and video.

It is also backed by the Bauer digital network and publishing portfolio which reaches an audience of 3.3m and includes powerful heritage brands like ELLE, The Australian Women’s Weekly and OK!

Fiona Baker, Bounty brand director, says Bounty’s expanded digital business makes perfect sense with research showing that the vast majority parents and parents-to-be turn to online reviews and comparison sites before making purchasing decisions.

“We know that expectant parents and mums and dads are hungry for information about all things parenting – and that extends to the products and services they buy for their family,” Baker said. “Not only are they eager to read, listen and watch parenting content, they are also keen to share their own insights and opinions, and highly rate ‘word of mouth’ reviews.

“The new Bounty website is also a hub for expert advice and information that parents are seeking, with premium content on everything parenting from the time a woman conceives until children are well and truly moving through school.”