Malaysian Moms’ No. 1 Choice1, JOHNSON’S® pushed the envelope of gentleness for baby by introducing the New JOHNSON’S® -- a 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.
Speaking at the new product range launch today, Mr. Prashant Mahalingam, Country Director, Consumer at Johnson & Johnson Malaysia, said the New JOHNSON’S® is more than a reformulation exercise, it represents a reinvention of the total JOHNSON’S® baby care range from the user or parent’s perspective. It is also created with the brand’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,” he said.
Marking its biggest re-launch to-date, the New JOHNSON’S® sets the new standard for gentle through the selection of purposeful ingredients and complete ingredient transparency. Boasting a new packaging design and easy-to-understand labels for parents to recognize products for children of different ages and stages of development, the products are created using ingredients that are assessed and have undergone a rigorous safety-assurance process, promising parents a greater peace of mind.
"Safety is and will always be our number 1 priority, with every JOHNSON'S® product designed to meet or exceed the top internationally recognized regulatory standards,” added Prashant.
What has changed in the New JOHNSON’S®?
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.
Reasons babies require gentle products
To help Malaysian mothers understand why newborns and toddlers need gentle skin care, Datuk Dr. Zulkifli Ismail, Consultant Paediatrician and Secretary General of the Asia Pacific Pediatric Association lends his presence at the New JOHNSON’S® launch to answer some frequently asked questions from moms. Datuk Dr. Zulkifli explained that infants’ skin is under-developed and is therefore delicate and requires gentle cleansing and care. “A newborn’s epidermis or the outermost layer of skin is 30% thinner than adults’,” he said.
“Baby’s thinner skin means it cannot absorb and retain moisture in the skin and is prone to moisture evaporation and dry skin,” he continued.
With baby skin already vulnerable to losing moisture, strong cleansers will only disrupt the skin barrier even more, causing further dehydration. As such, parents need to select gentle cleansers that do not disrupt baby’s delicate skin and keep the skin barrier hydrated and in healthy condition with moisturizing.
Why you should CHOOSE gentle™
“At JOHNSON’S®, we’ve always been committed to delivering only the best for babies. We have never been more passionate in advocating for parents to CHOOSE gentle, that is to select the gentlest baby care products for their little ones,” shared Mr. Prashant Mahalingam.
Excited about the JOHNSON’S® CHOOSE gentle™ campaign, several celebrity mothers attended the New JOHNSON’S® launch to show their support. Actress and model Amyra Rosli, who became a mother in 2017, is an advocate of gentle baby care products for her 1 year 7 months old son Aqeef Anaqi Bin Amar. Her ‘gentle’ choice for Aqeef is JOHNSON’S® Milk + Rice Bath and Lotion. “As my little boy is actively crawling and constantly on all fours on the various floor surfaces at home, I have to ensure his skin is well moisturized and protected so that he can enjoy his exploration and develop happily,” said the bright-eye mom.
Comedian actress and well-known radio announcer Gan Mei Yan also advocates Malaysian moms to CHOOSE gentle™. She has a 4-year-old son Seng Jo and has just delivered her daughter Seng Sum 6 months ago. The mother of two recommends JOHNSON’S® CottonTouch™ Wash and Lotion for newborns and infants below 12 months. “I believe every newborn deserves the gentlest baby care products. This ultra-light, easy-to-rinse wash and lightweight lotion with no sticky residue allow me to get a good grip of my little Seng Sum during bath and change. It gives me even more confidence to handle her, even though I have had experience caring for Seng Jo. And the smell… it makes her even more lovable to hug and hold. Expecting moms, you need this JOHNSON’S® gentlest baby care for newborns!” exclaimed Mei Yan.
The New JOHNSON’S® range of baby care products will be available at major retail outlets nationwide starting June 2019.
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