JOHNSON’S® says it has completely improved, inside and out, to deliver everything parents want and nothing they don’t.
The brand, which previously came under fire for baby products containing controversial, carcinogenic ingredients such as Quaternium-15, has launched more than 50 new ‘free-from’ products.
JOHNSON’S® says it has transformed to meet the needs of today’s modern parents with products and packaging to provide only the best for baby.
Now available at major stockists in the UK and Ireland, the new products are said to mark a major milestone in the iconic brand’s 125-year history.
JOHNSON’S® says more than 400 ingredients were rejected during the reformulation and that its simpler, gentler products are free from parabens, sulphates and dyes, as well as being hypoallergenic and made with more than 90% naturally derived ingredients.
The relaunch has not only reformulated existing products, but is said to introduce revolutionary technology and scientific expertise in baby skincare.
The new JOHNSON’S® CottontouchTM range, for example, is designed for newborns’ sensitive skin. The ultra-light, and perfectly pH-balanced wash and lotion are made with real cotton and said to enhance an ultra-gentle touch, without parabens, phthalates or suplhates.
Senior Director, Global Scientific Engagement at Johnson & Johnson Consumer, David Mays said: “We have always put parents at the heart of our brand. For this monumental relaunch, we have really listened to parents to truly understand exactly what they need from their skincare products.
“As a brand, we are committed to rigorous testing and have worked tirelessly with scientists, paediatricians and dermatologists to create products as gentle as we want the world to be.
“Johnson & Johnson has pioneered the science in baby skincare for 125 years and we’re very proud of this heritage. So, we are thrilled to be able to offer families the opportunity to try the entire range and know they are giving their baby the best care.”
New Ages and Stages icons help parents easily distinguish between the products. All the new products have been specifically designed to fit into four categories caring for newborns straight from birth, active babies on the move, independent toddlers and not forgetting the iconic, loved classics.
Newborn: designed to celebrate bonding and encourage the feeling of security between parent and child with the introduction of CottontouchTM.
Active Baby: specifically created for little ones on the move to aid discovery and exploration. The Bedtime range with Natural CalmTM aroma can be used as part of a clinically proven routine to help baby to fall asleep faster and stay asleep for longer.
Toddler+: for the independent toddlers, the new range is designed with both parents and children at the core, with fun packaging and new characters and detangling and strengthening ingredients to make bath time easier for parents.
Originals: the scent that is truly associated with baby, a range can’t be forgotten, the Originals have also been reformulated to remove dyes and unwanted ingredients that don’t benefit baby, but still retaining their iconic scent and performance.
The new JOHNSON’S® range can be found in major retailers across UK and Ireland including ASDA, Boots, and Tesco now.
The move follows the brand’s unveiling of a 100% ingredient transparency disclosure for its products earlier this year.