The Snoo has been marketed as both lifesaving and luxurious. Can the company have it both ways?
, senior features correspondent for Business Insider, about how the makers of the Snoo sold comfort to new parents, and whether the product lives up to its promises. Our conversation has been edited and condensed for clarity.The story of the Snoo begins with Harvey Karp: the Tom Brady of pediatricians. His 2002 book,, was a runaway bestseller.
According to Harvey Karp, inspiration struck after he was giving a lecture on SIDS [sudden infant death syndrome]. He basically came up with this idea to combine the five S’s with what we think prevents SIDS, which is keeping babies on their back. But, a lot of times babies on their back can’t sleep well. They get really fussy; they hate it.
The Snoo is marketed a couple of different ways. One is as something that can help you prevent SIDS. Another is as a luxury product, used by celebrities. Do you find it interesting that there are these two very oppositional forces behind its marketing?The marketing has this built-in weirdness. They’ve always said the Snoo was created because they wanted to prevent SIDS and create this life-saving device—but it costs $1,700 if you aren’t doing the rental program.
People told me that the office cleaner was taking notes on when people are at their desk and when they’re going to the bathroom. It was a really, really wild level of surveillance that was extremely strange and really weighed on people and drove them out of the company.
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