JOHNSON’S® Sets a New Standard of Gentle with the Relaunch of its Baby Products, and the All-New CottonTouch in Singapore!

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The New JOHNSON’S® has reformulated its range of products, inside and out, focusing on purposeful ingredients and complete ingredient transparency to respond to the ever-changing demands of parents and need of babies from around the world. Our Parenting World – OPW Media team recently visited ‘The House of New Johnson’ to witness the launch of its new line of products that now has over 50% lesser ingredients, with no added parabens, phthalates, sulfates, dyes and fragrance allergens. The ingredients are assessed and have undergone a rigorous 5-step safety-assurance process, promising parents a greater piece of mind that come with new packaging design. We are excited to see and try out the new Johnson’s that we have grew up with and now our children are also using Johnson’s. 

JOHNSON’S® is a well-known brand with a history of more than 125 years. Its mission is to focus on creating the gentlest baby products in the world. To meet the demands of the evolving preferences and needs of today’s parents, JOHNSON’S® undertook a transformation to improve its products and user experience while keeping its 100% Gentle promise.

Host Jamie Yeo

Mr. Ganesh Bangalore, Head of Marketing, Baby Care Asia Pacific

Dr David Mays, Head of Global Scientific Engagement Johnson & Johnson

Dr. Wong Boh Boi, Baby Whisperer, Founder of Wong Boh Boi Pte Ltd

At ‘The House of New Johnson’, we get to meet and know more about the new products range from Mr. Ganesh Bangalore, Head of Marketing, Baby Care Asia Pacific, Dr David Mays, Head of Global Scientific Engagement Johnson & Johnson, Dr. Wong Boh Boi, Baby Whisperer, Founder of Wong Boh Boi Pte Ltd and hosted by Jamie Yeo. It has been an enjoyable and insightful session for many of us to know more about the new products range and to learn how the products are formulated.  

Ganesh Bangalore, Head of Marketing, Baby Care Asia Pacific, Johnson & Johnson Consumer shared that “For the relaunch, 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 improve our products inside and out. The result is a gentler, simpler product experience that’s still 100% JOHNSON’S® – one that continues to deliver superior benefits, delight parents and be 100% gentle for babies’ skin. Safety is our number 1 priority, with every JOHNSON’S® product designed to meet or exceed the top internationally recognized regulatory standards.”

Photo Credit: JOHNSON’S®

In addition, JOHNSON’S® has gone beyond the reformulation of its core range to launch its latest newborn care innovation known as CottonTouch. It is gentle enough for babies five minutes from birth, the hypoallergenic, ultra-light formula has been proven to strengthen parent and baby connection. Blended with real cotton, CottonTouch is designed to elicit a parent’s instinctive touch, offering 100% gentle care.

Guillermo Frydman, Managing Director, Johnson & Johnson Singapore shared that “At Johnson & Johnson, we’ve always been committed to delivering only the best for babies, and we are extremely passionate in advocating for parents to choose only the gentlest products, as we raise the bar in advancing the science of baby skin care to meet the evolving needs of every generation of parents.” 


Photo Credit: JOHNSON’S®

Responding to the ever-changing demands of parents and needs of babies all around the world, JOHNSON’S® made the following changes to its re-formulated line:

Purposeful ingredient choice

JOHNSON’S® carefully considered every single ingredient in the range, rejecting over 400 ingredients during the reformulation. Always aiming for complete ingredient transparency, the new range has no added parabens, phthalates, sulfates and dyes* – less than 2% of cosmetic ingredients globally meets these standards of gentleness.

Fragrances to bond

Understanding the important role that smell plays in the connection between healthy baby development and special bonding moments between parent and baby, JOHNSON’S® has retained the iconic scents for which their classic products are known and loved for. Today, all the fragrances are now formulated to be free of allergens, and continue to follow International Fragrance Association (IFRA) and RIFM Global standards.

Parent friendly packaging

The new JOHNSON’S® ergonomic bottles are now equipped with one-hand pumps, designed for easier and hassle-free use, so mom and dad’s attention can remain focused on the baby.

Products for every age and stage in a baby’s life

JOHNSON’S®’s products don’t just simply cleanse and moisturise—each are specially formulated to address special skin needs of babies. The new range has been categorised into four ‘Ages & Stages’ sub sections to help parents easily navigate between the products within the ranges. Today, JOHNSON’S® has the widest baby care range suited for 5-minute old newborn babies to 5-year old toddlers. 

The new JOHNSON’S® range is available from May 2019 at leading online and offline retailers at Amazon, Cold Storage, Giant, Guardian, Lazada, NTUC FairPrice, Qoo10 Singapore, Redmart, Shopee and Watsons. 

#choosegentle #johnsonsbabysg




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