When a new baby is on the way, who can resist stocking up on new clothes and cute baby-gros? Laundry experts at Surcare, the range of laundry and household products created for more sensitive skins, are urging parents not to dress their new baby straight from the hanger.

Surcare recommends washing all baby's clothes, bedding, towels and cloth nappies through before use as you don't know how much dust is in them or what chemicals have been used in the fabrics. With over one in three children suffering from sensitive skin before the age of three and a half ¹, it is essential to ensure that none of your new bedding and clothing for baby contains any potential irritants.

By adding an extra rinse to your wash, you can free the fabrics of any chemical residues and allergens that could irritate baby's tender skin and it is recommended to use simpler detergents for washing. Many washing powders and liquids contain a whole range of substances including perfumes, dyes and enzymes that can leave a residue on the clothing and may irritate your baby's skin. By using dermatologically tested and dermatologist approved products with no perfume or colour added you can effectively reduce these risks.

Melanie Mason, brand marketing manager at Surcare, said: "New mums can be assured that Surcare products contain no perfumes or colours and are both dermatologically tested and dermatologist approved yet also have outstanding cleaning power. Our laundry experts wash on average 25 loads of washing every day and closely inspect cleaning power and also test the softness of fabric conditioners, monitor the absorbency of towels and assess wear and tear."

Surcare are offering the following recommendations to ensure laundry doesn't take over your life yet makes sure your family's clothing is cared for and your baby's skin is safe:

• Utilise your last month of pregnancy by washing all new baby-gros, bibs and towels before baby is even born.
• To be sure they're free of chemical residues that could irritate your baby's sensitive skin, wash your baby's clothes and bedding before they wear or use them for the first time.
• Rinse major food and nappy stains as soon as possible in cold water.
• Do a little laundry every day or two so you don't get stuck at home all weekend working your way through a mountain of dirty clothes.
• Pre-sort washing into laundry baskets labelled "darks, lights, delicates" and so on so that you can simply dump them in the washer.
• To keep small items such as baby socks from getting lost, buy an inexpensive mesh lingerie bag to wash them in and keep them together.
• Turn clothes inside out to cut down on abrasion that can fade colour and wear out fabric.
• Even toddlers can "help" with the washing. Make a game out of sorting laundry with your child, let them play at matching socks etc.

^{1. Statistic taken from the University of Bristol's Children of the 90s project.}

-ENDS-

For further Surcare product information please visit www.surcare.co.uk

Surcare's range of laundry, fabric conditioner and washing-up products is non-biological and contains no perfume or colour.

Created for more sensitive skins, the range has been dermatologically tested against other UK brands, is dermatologist approved and is available in all leading supermarkets.

McBride, manufacturer of the Surcare range, is a leading international developer of laundry, household cleaning, and personal care products.

Employing more than 4,500 staff in seven countries across Europe, McBride is Europe's largest private label company in its markets and provides focus and innovation at every level of research, development and production.

For further press information, please contact: