"Nothing was sacred, but every decision was purposeful," said 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."
The updated product lineup will debut in the United States, China, Canada and India this month and eventually be rolled out everywhere Johnson’s is sold. Key changes include:
• More naturally derived ingredients. 96% of the ingredients in leading products are now naturally derived. For example, Johnson’s replaced safe ingredients parents did not prefer with naturally derived ingredients like soybean or coconut oil.
• Fewer ingredients overall. The portfolio of ingredients was reduced by more than 50%, and all products are free of parabens, phthalates, formaldehyde-releasing preservatives, and sulfates. Dyes were also removed from leading products. Even Johnson’s Baby Shampoo is no longer its signature golden hue, but instead a clear formula packaged in a translucent yellow bottle.
In addition, Johnson’s is sharing 100% of ingredients, including fragrance. The brand kept fragrance in the new formulas because of the clinically-proven benefits to infant development and parent-child bonding—but avoided both known fragrance allergens and an expanding list of potential fragrance allergens, said Johnson & Johnson.
New products come in more ergonomic bottles too, featuring 50% more pumps for convenient, one-handed use.
The brand said it prioritized using ingredients that are not harmful to aquatic life and ecosystems, using a patented system to formulate products that are non-toxic, biodegradable, and don't bioaccumulate in the environment. Additionally, more efficient processes will reduce water usage at owned manufacturing sites by about 20%.
The rollout also includes new SKUs—Johnson’s new CottonTouch wash and lotion, which are blended with real cotton.