JOHNSON’S unveils first major brand transformation in 125-year history

After 125 years, Johnson’s® has announced a complete transformation of its brand and products in response to modern parenting needs and preferences.

The brand surveyed more than 26,000 parents around the world, including from the GCC, to ascertain the most pressing requirements for parents today, and has responded through the delivery of a major evolution, both in terms of product ingredients, and look and feel. 

Acknowledging that everything about parenting has changed in the past 40 years and recognizing that a strong population of GCC millennial parents are adopting new parenting principles, Johnson’s® developed an all-new generation of baby care products that serve the pressing issues of parents today.

Labelled “a new standard of gentle”, the transformation focuses primarily on creating products for the changing demands and expectations of young mothers that have adopted a simpler, more natural and eco-friendly approach to nurturing their children.

With more and more parents across markets such as Egypt, UAE, and KSA citing product quality as their main concern for babies, the response reaffirms Johnson’s’® commitment to delivering products built by and for today’s modern parent.

The Johnson’s® promise has always been to craft products so mild that they can be used for every age and stage of a baby’s life. But gentle goes beyond what’s in the bottles; it is the heartbeat of the brand. Choosing gentle is rooted in the insight that parents want to create a better world for their children, a world where every baby can flourish.

“This is a proud and pivotal milestone for Johnson’s®,” says Vivian Nasamu-Odior, Marketing Director of Johnson’s® Baby for Africa, Middle East and Turkey. “We have taken modern parenting and put it at the very heart of our evolved Johnson’s® range. Each product is carefully crafted to be the gentlest it can be, while enhancing the connection and experience between parent and child at every stage of their development. We believe in a gentle world and want to be gentle with our children, their dreams and ambitions, which is reflected in every aspect of our completely new range and characterised by our five promises”. 

Complementing the new range, Johnson’s® communicated its five bold promises to ensure a new standard of gentle through safety and innovation.

The first and third promises are to only use ingredients that serve a purpose, and to be honest and open. New formulas are simpler and gentler, and are developed to be even milder than before, boasting 100 percent total ingredient transparency. Using more naturally derived and 50 percent fewer ingredients, the new range is even kinder without dyes and sulphates, and as always is free of parabens and phthalates.

Knowing that parents in the region are particularly concerned about the safety and standard of their products and look for quality products they can trust, Johnson’s® ingredient transparency and easier to read ingredient labels offers parents clarity and reassurance that they are choosing the best for their baby.

The second promise is to never stop raising the bar when it comes to what’s best for your baby. As leading baby skin care experts, they partner with leading health authorities, scientists, paediatricians and dermatologists to understand the unique needs of babies at different stages of their development, and to understand healthy baby skin. That research informed the new range and new standards in baby skin care.

Promise number four is to think like a parent first. Johnson’s® scientists are parents first, which means they develop products with the same care and rigor they would want for their own children. This mentality is to ensure that good enough is never quite good enough when it comes to our babies. 

In addition, the new range is easier to use. Several of the products offer creamier quick lathering washes for easier rinsing, as well as light, fast absorbing formulas, without the greasy after-feeling, making it easier for parents to handle their baby during bathing. Recognizing that the Middle East climate adds extra demands for baby’s skincare, the new range offers improved conditioning across the haircare range and the right amount of moisturisation, without altering the feeling of baby’s natural skin.

Bath time is also made easier to navigate with the new Johnson’s®. Ergonomic bottles that prevent leaking are fitted with pumps for convenient, one-hand use, allowing parents’ attention to remain focused on baby. 

The Johnson’s® transformation is underpinned by a final promise: its fundamental mission to create a world where every baby can thrive. That’s why the Johnson's® line now ranges from newborn to active baby, to kids. This includes the new cottontouch™ collection blended with real cotton, and the expanded ‘kids’ line designed for an interactive, stimulating bath time experience to help develop communication and social skills.

As fragrance helps create direct connection to memory and emotion, Johnson's® took the iconic fragrance that mother’s love, and refreshed certain notes to specially create a gentle scent that is even more precious, helping parent and baby to bond.  

Each product therefore goes beyond cleansing and moisturizing – they turn moments of care at every age and stage into opportunities to strengthen baby’s connection to their parents and the world.