New Johnson’s range relaunched and reinvented from a parent’s perspective

15.05.2019 by LadyAlly

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Many moms worldwide has spoken, and Johnson’s has taken all their concerns into account. Johnson’s have reformulated and reinvented their range of baby care products with Ultra Gentle formulas that contain 0% parabens, phthalates, sulfates and dyes2, and designed to be irritation free for baby and toddlers’ delicate and developing skin. It is also created with Johnson’s 125 years’ experience and in-depth knowledge in baby skin and manufacturing science.

“To create the new Johnson’s range of products, we put parents at the center – listening to more than 26,000 parents from around the world – and paired their feedback with the latest science to shape and refine our products inside and out. The result is Johnson’s gentlest range of baby care products ever, raising the bar of our ‘Best for Baby’ standard from the formulation to packaging design,” said Mr. Prashant Mahalingam, Country Director, Consumer at Johnson & Johnson Malaysia.

What has changed in the new Johnson’s range of products?

Purposeful ingredient choice: Johnson’s carefully considered every single ingredient in the range, rejecting over 400 ingredients during the reformulation. Ingredients portfolio have been reduced by over 50%, with naturally-derived oils like coconut and cottonseed replacing ingredients like mineral oil. The new range has 0% parabens, phthalates, sulfates and dyes2 – less than 2% of cosmetic ingredients globally meets these standards of gentleness.


Fragrances designed with mom and baby in mind: Smell, memory and emotion are intimately connected, with decades of research showing that multi-sensory experiences are a key part of happy, healthy baby development. Johnson’s has not only retained the iconic scents for which their classic products are known and loved for, but also designed to maximize bonding moments between parent and baby. All the fragrances are now formulated to be free of allergens, and continue to follow the International Fragrance Association (IFRA) and the Research Institute for Fragrance Materials (RIFM) global standards.

Parent-friendly packaging: The new Johnson’s bottles are now equipped with pumps designed for easier and one-handed use for parents, so mom and dad’s attention can remain focused on the baby.

Products specially designed for every age and stage in a baby’s life: Johnson’s products don’t just simply cleanse and moisturize—each are specially formulated to address special skin needs of babies and to turn moments of care into opportunities to strengthen babies’ connection to their parents and to nurture their healthy development. The new range features four ‘Ages & Stages’ to help parents easily navigate between the products within the ranges. The new Johnson’s baby care range is suitable for minutes old newborn babies to 6-year old kids.


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