JOHNSON’S® unveils first major brand transformationin 125-year history
Arab parents among 26,000 consulted during Johnson’s® global transformation
Johnson’s® sets “new standard of gentle” with entirely revolutionized product range
Dubai- After 125 years, Johnson’s® has announced a complete transformation of its brand and products in response to modern parenting needs and preferences.
Acknowledging that everything about parenting has changed in the past 40 years, Johnson’s® developed an all-new generation of baby care products that serve the pressing issues ofparents today.
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.
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 asimpler, morenatural and eco-friendly approach to nurturing their children.
“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 ourevolved 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 feweringredients, the new range is even kinder without dyes and sulphates, and as always is free of parabens and phthalates.
The secondpromise 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. Severalof 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 alsomade 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 tospecially 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.
