But the company isn't merely committed to making life prettier—it also wants to make life nicer. Enticing today's socially conscious consumer with the promise of benefiting others, Skip*Hop donates a percentage of profits to charitable organizations like the Pediatric Aids Foundation and the Ovarian Cancer Research Fund. With all this in mind, we recently paid its online home a visit to see whether the website lives up to the lofty HQ (hip quotient) of its attractive—and well-meaning—brand promise.

The product pages are constructed in line with the brand's ease-of-use promise. There are many clear visual depictions of model parents showing off products in use, complete with step-by-step demonstrations of their functionality. Clickable fabric swatches show consumers exactly what they will get, and clickable tabs in the product description area allow site visitors to either read a detailed paragraph or a simple, bulleted list of facts. A features tab has an appropriately sized visual with a rollover that points out each product's best attributes.

Of course, the goal of a site like this is to translate all this heady product information to sales. Skip*Hop does a pretty good job of this, with an e-tail function ready to capture orders from online consumers. For those who choose to peruse in 3D, a convenient store-locator function is searchable by both ZIP code and pull-down menu.

In a nod toward its stylish, yet nurturing demographic, Skip*Hop takes a direct approach in communicating its brand message. The one-page "about" section does a decent job of describing the brand's philosophy and philanthropic efforts without using boring, lofty terminology. It speaks to hipster breeders the way they like to be spoken to: casually.

Having addressed its key, "parents who blog" demographic, Skip*Hop wisely practices what it preaches with a newly instated blog of its own. Granted, most of the content is promotional (such as entries about the company's work with charities like the Elizabeth Glaser Pediatric Foundation), but there are also the occasional, personal kudos to local retailers that carry its products, as well as musings on New York hipster life in general.

With easy-to-use features and well-constructed product pages, Skip*Hop succeeds at offering consumers a perfunctory glimpse into its brand vision. Sure, there aren't any crazy design innovations. There also isn't a blatant attempt to overwhelm consumers with value-added parenting information, but this is actually more refreshing than an oversight. It just demonstrates that the brand is well aware that its target consumer is too busy changing diapers to be bothered with a whole lot of pomp and circumstance.