Johnson's announces overhaul of baby line

Brand makes changes to its baby washes, lotions and hair care products.

Johnson’s has announced an end-to-end overhaul of its most beloved baby washes, lotions and haircare products.

The brand wants to ensure it meets the demands of parents around the world, so Johnson’s has made changes that include fewer ingredients, ergonomic new packaging and a greener manufacturing footprint, according to a release.

“Nothing was sacred, but every decision was purposeful,” says Deeptha Khanna, president of Global Baby Care. “The result is a gentler, simpler, product experience that’s still 100% Johnson’s, honoring our 124-year history while evolving for modern parents’ preferences.”

This updated product line is set to debut this month in the U.S., China, Canada and India.

“For this relaunch, we truly 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,” says Sarita T. Finnie, senior director, U.S. Baby Care.

Key changes to the Johnson’s brand of baby care include: more naturally derived ingredients, fewer ingredients overall, full transparency, improved experience, parent-friendly packaging, gentler on the environment, simplified supply chain and a new addition to the Johnson’s family.

The new naturally derived ingredients include soybean or coconut oil and the packaging is more than ever, parent-friendly. A major improvement is that the products now come in ergonomic bottles, featuring 50% more pumps for convenient, one-handed use, allowing parents to keep their hand and attention on the baby.

And the newest product added to the Johnson’s family is Johnson’s CottonTouch wash and lotion blended with real cotton for newborns.

“We will never stop raising the bar, both when it comes to advancing the science of baby skin care and in continuously evolving to meet the needs of every generation of parents,” Finnie concludes.