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Taking care of the health of a newborn is a very responsible task. The thin skin of a child is too delicate and sensitive, it is impossible to use any ordinary cosmetic care products for it. For the production of “children’s” formulas, manufacturing companies must use only high-quality proven raw materials and technologies, which makes this market very limited, but steadily growing. This is facilitated by an increase in the birth rate in several countries of the world, as well as a variety of products from time-tested brands.
For a long time, in many countries of the world, the first place in the sale of cosmetic products for newborns belongs to the Johnson’s Baby brand from Johnson & Johnson Corporation. In Russia, sales of Johnson’s Baby products bring 20% of the income from all similar trade.
History of the brand
The Johnson’s Baby brand began with the development of surgical equipment in the mid-19th century, which did an excellent job of antiseptic when cleaning wound surfaces.
This invention has significantly reduced the risk of infection and infection during surgical interventions. To do this, the Johnson brothers teamed up in 1885 and founded the Johnson & Johnson Company, which began producing antiseptic medical plasters. Later, the company began producing gauze and absorbent cotton, which was popular in clinics and among private doctors.
The first product of the Johnson’s Baby brand was baby powder, which was invented back in 1893 by Frederick Kilmer, director of scientific research at Johnson & Johnson Corporation, after he received a letter from a doctor telling about how patients suffer from rubbing a medical plaster. Kilmer responded by suggesting the use of scented talc, which he mailed to the doctor. Baby powder entered the mass market in 1894.
Johnson’s Baby’s first red and yellow baby powder was labeled “For Toilet and Care.” In addition to the powder itself, they also contained sanitary napkins, which were not available as a separate product anywhere in pharmacies or stores. From 1893, the powder was distributed in hospitals to women in childbirth and midwives, but caused such a stir that companies offered to supply the powder to pharmacies as well. Received numerous letters from young mothers asking where you can separately buy sanitary napkins enclosed in powder, forced the company to start selling them on its own. So Johnson’s Baby sanitary napkins became the first such product on the American market.
For the first time, a picture of a baby appeared on a package of Johnson’s Baby baby powder. They became the granddaughter of one of the founders of the brand, Mary Lee Johnson. The scent of this product has been associated for many years around the world with an immediate baby scent, which is why the rest of Johnson’s Baby brand products are made with a similar, slightly powdery scent, including sanitary nappies.
In 1921, the company’s new invention enters the market – Johnson’s Baby cream. In parallel with it, the first gift sets from Johnson’s Baby – Baby Gift Box, which included powder, baby cream and baby soap, went on sale, and the packaging was a small present that manufacturers recommended giving at the first visits to families with newborns.
In 1938, Johnson’s Baby massage oil hit the market, which was immediately accompanied by a massive advertising campaign, the essence of which was the belief that this oil was a must-have addition to baby powder. In 1942, the famous pink lotion from the brand appeared on the shelves, and in 1953, the “No More Tears” baby shampoo appeared on the shelves. Shampoo with such qualities made a splash among consumers. The brand used new amphoteric cleaners in the production of detergents, which, although they could not clean “to a squeak”, were so soft that they did not injure or irritate children’s skin at all. The manufacturers considered that the body of a child cannot be as dirty as that of an adult, which means that the cleaning properties of detergents can go by the wayside in relation to the softness of the components. The production of the latest skin cleansing products has made Johnson’s Baby the world leader in this segment, and continues to this day. Just 6 months after Tear Free Shampoo went on sale, the baby shampoo market was already 75% owned by Johnson’s Baby. This led the brand to trademark the slogan “No More Tears” in 1959. By analogy with him, in 1971, the company launched a new invention on the market – shampoo “No More Tangles”.
In the early 1980s, baby wipes from Johnson’s Baby were introduced to the market, originally called “wiping cloth” and only in the 90s became known as baby wipes. Since 1994, Johnson’s Baby has been touting its know-how as a safe alternative to constantly bathing your baby in hard water, as the brand’s wet wipes have been soaked in a gentle, acid-base-neutral cleansing lotion.
In 1991, a children’s sunscreen entered the market, and in 1997, a children’s cleansing foam, which was called “From Top to Heels.” Since 2000, the Johnson’s Baby brand has launched the “Bedtime” line with the introduction of shampoo, which was subsequently supplemented with bathing foam, cream, baby milk, massage oil, powder, soap. All Bedtime products are based on natural extracts of chamomile and lavender.
Product range
The modern product range from Johnson’s Baby, depending on the modes of care for children’s skin, is divided into 3 main segments:
- baby skin care products;
- means intended for changing diapers;
- means for bath procedures.
The diaper changing category includes wet wipes for cleaning the skin, powder, and creams for treating the skin under the diaper. The formulas of these products are hypoallergenic, they must be used to eliminate irritations and prevent their recurrence. These cosmetics are used even in maternity hospitals from the first seconds of human life. The group of baby skin care products includes more than 14 items of cosmetics – skin oil, lotion and milk for baby skin, baby cream, cotton swabs and more.
The requirements for all Johnson’s Baby products are very high. The fact is that for children’s sensitive and very thin skin, it is important to use the most delicate cosmetics that will not damage the only upper protective layer of the epidermis. All creams, lotions, shampoos and powders meet the stated requirements and demonstrate the highest quality. In addition to these products, the Johnson’s Baby range also includes lactation pads for nursing mothers, as well as special sets called “Mom’s Bag”, which immediately includes all the necessary products for caring for a newborn from the first days of life, which can be easily used on the road or during walks.
The latest line of baby care products “Bedtime” consists of bath foam, shampoo, milk, soap, diaper cream, oil and powder. This line is hypoallergenic, contains a special “no tears” formula that protects the child’s eyes from irritation, as well as soothing and relaxing lavender extracts that set the child to go to sleep. When developing this line, the brand’s specialists took into account the brand’s philosophy regarding healthy sleep for the child, which is based on clinical studies of specialists in this field, as well as the desire of all mothers in the world to provide their babies with a normal and restful sleep.
The quality and composition of funds
The ideal baby care products from Johnson’s Baby are developed today with direct medical consultation after clinical studies in special laboratories of the Johnson’s Baby brand. Quality certificates in many countries of the world prove the effectiveness and safety of these products for children and adults.
All facts compromising the quality of this product were refuted by Johnson’s Baby specialists. So, back in 1985, the brand’s specialists had to prove that baby powder is not dangerous to life and health if used correctly. The fact is that several pediatricians of that time began to disseminate among their patients the information that baby powder could adversely affect health if it was inadvertently inhaled. The company’s official response indicated that it was not advisable to use respiratory powder, each cosmetic product should be considered from the point of view of safety only for its intended purpose.
In 2013, an article appeared on the pages of the English edition of the Journal of Obstetric, Gynecologic, & Neonatal Nursing, which talked about the complete safety of bathing a child with Johnson’s Baby Head to Heel Foam. The study on which this article was based was sponsored by Johnson’s Baby, but adhered to strict international protocols that use blind testing of products and compare them to other brands.
In 2014, under the influence of the public and its own consumers, the company’s technologists removed 100 controversial, potentially dangerous chemical components – 2-dioxane and formaldehyde – from the compositions of 1,4 children’s products.
Place of the brand in the market of analogues
According to numerous research surveys in many countries around the world, awareness of the Johnson’s Baby brand among mothers ranges from 87%. This indicates the extreme popularity of the brand’s products. At the same time, about 41% of respondents spontaneously name Johnson’s Baby cosmetics as the best baby care cosmetics. Johnson’s Baby continues to be the market leader among those who use the products, with more than a quarter of all moms saying they make sure to use the brand’s products for their babies.
The unquestioning leadership in its niche is provided to Johnson’s Baby products by the fact that 4 out of 5 mothers use this cosmetics in their care. This brand is for many experts in such a sensitive issue as caring for a newborn. Many women subconsciously believe that Johnson’s Baby care products are milder in effect, have beneficial qualities and are not capable of harming delicate skin. Allergen-free formulas, “no-tears” components and many other effects obtained on the skin after applying Johnson’s Baby cosmetics are confirmation of such facts. In addition, women are confident in the exclusivity of the products offered by Johnson’s Baby. They are joined by pediatricians in many countries, who quite often recommend care based on Johnson’s Baby products to their patients.
Media strategy and brand values
The market for baby care products in Russia Johnson’s Baby had to be formed from scratch. The brand came to the aid of some popular marketing slogans, which immediately earned attention, and subsequently trust in the brand. “We care about your health” caught the attention of many women, because when buying Johnson’s Baby products, it was about the health of their children. Subsequently, media strategies were compiled on the basis of various studies that characterized the strengths and weaknesses of the brand in the mind of a person, and were also based on the advertising media activities of competitors, the prevalence of information about the brand among consumers. Any Johnson’s Baby media strategy is aimed at ensuring that product knowledge never drops below the 50% mark among the entire consumer segment, product awareness constantly increases, and there is an incentive for trial purchase.
Also, the main task of the company in the media market was to ensure that the positioning of the brand was always associated with expert opinion in the field of childcare. This goal has always been achieved by focusing public attention on the softness of the formulas of Johnson’s Baby products, approved not only by consumers, but also by professionals in the field of child health.
Johnson’s Baby’s media strategy has always been mediated through television ads and press campaigns. The availability of material, bright colorful illustrations depicting products are always complemented by useful information about the care or effects of cosmetics, which forms the image of Johnson’s Baby as an expert in the market. The brand’s active collaboration with medical institutions enhances the impact on the public’s consciousness in the context of which products can be accurately used for newborns safely and effectively. For example, a similar strategy in 2005 earned Johnson’s Baby the title of “Brand of Trust” in the broad “Baby Care” segment.
In addition to direct advertising of products, brand specialists constantly arrange various promotions in the public relations segment, which also strengthens the leadership positions of products. Press centers around the world host various introductory seminars for the regional media about new products, research or company news. There are also often contests in the media among readers, which give an idea of the awareness of moms about new products, as well as allow the implementation of various loyalty programs for consumers. Johnson’s Baby promotions are quite bright and large-scale. For example, in 2005, such a Moscow action “Before Sleep” allowed Muscovites and their children to take evening walks and admire the lavender field planted especially for the action by representatives of Johnson’s Baby.
Johnson’s Baby’s core values are promoting the emotional connection between young children and their parents, and the ultimate safety and comfort that underpins that connection. The philosophy of Johnson’s Baby is the joy that comes to children and parents as a result of such unity. This philosophy is actively supported by medical staff, who often recommend the brand’s products without any advertising to their patients. This speaks volumes about its quality.
Since mothers always strive to give their children only the best, they choose Johnson’s Baby cosmetics. These funds are able to qualitatively and safely protect the health of both a newborn and an older person, so the love that a mother began to give her child from birth becomes possible to carry through life using Johnson’s Baby products.
Where to buy company products
Internet pharmacy WER.RU
You can buy Johnson’s Baby products today in pharmacies, retail chains and on the Internet. Online pharmacy WER.RU offers a huge range of products from the brand at reasonable prices. For example, in the pharmacy catalog you can easily find a new cleansing foam for bathing children Johnson’s Baby “Pure Protect Shower Gel-Foam”, which fights dirt and microbes on the surface of the skin gently and gently, without injuring the epidermis. Daily care with this product will have hypoallergenic properties and will not contain soap, and the “no tears” formula will help turn bathing into fun fun. After bathing in the catalog of an online pharmacy, you can buy inexpensively online a special Johnson’s Baby “From Crown to Heels” moisturizing cream that protects sensitive baby skin from irritation and dryness throughout the day after application. It contains glycerin and no components that can provoke allergies. For a special massage on the eve of sleep, you can also purchase various massage oils from the brand at WER.RU, which will soften and soothe the skin, set the child to calm down, and make sleep deep and comfortable.
ZDRAVZONA online pharmacy
The online pharmacy ZDRAVZONA also offers to purchase various products from Johnson’s Baby. Here, in addition to standard powders, creams and oils, you can buy Johnson’s Baby cotton swabs to work out skin folds in a child, and a special bathing product “Funny Bubbles”, with which bath procedures will become a real pleasure and game for any baby, and cream soap Johnson’s Baby Face & Hand Wash, which contains 30% skin moisturizing lotion and is paraben-free.
The soap and bath are also made with Johnson’s Baby’s No More Tears formula, making them suitable for all situations.
Butek online pharmacy
In the online pharmacy of Butek, you can also find Johnson’s Baby products from the most popular product categories. For example, the site’s catalog today has been replenished with Johnson’s Baby’s Bedtime Baby Shampoo with a tear-free formula and soothing lavender extract, as well as a shampoo with chamomile extract, which gives a beautiful shade to blond baby hair.