What colour are a baby’s cheeks? According to Yvon Bock, it’s Hegen pink — the distinctly millennial blush shade that coats the walls of her brand’s first experiential centre, a 15,000 sq ft office, shop, event venue, and consultation space in southern Singapore.
“The pink is a specifically curated Pantone that’s close to parents’ hearts,” says Bock, 43. Wearing blush for this interview, it’s hard to believe the mum of four used to wear all-black. At least until a branding agency revamped her look to match the lighter shades of the bottles, teats and breastfeeding pumps her company makes, which are sweeping Asia.
The shade now dominates her wardrobe. It’s also the accent hue for Hegen’s flagship online shop at Alibaba-owned mega e-commerce site Tmall, where it is No. 1 in the baby bottle category. China is its biggest market, where it can sell over 200,000 bottles just on Singles Day.