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Johnson’s baby is an American brand of baby skin care products owned by Johnson. & Johnson. The brand dates back to 1893 when Johnson’s baby powder was introduced. The product line consists of baby powder, shampoos, body lotions, massage oils, shower gels and wipes. The brand has a reputation for producing baby products that are “exceptionally clean and safe” since at least the 1980s.


Johnson baby powder and wipes (1893)

Johnson’s baby powder is the invention of Dr. Frederick W. Kilmer, the company’s first director of scientific affairs. In 1892, he received a letter from a physician noting that the patient was suffering from skin irritation after using medicated patches. Kilmer suggested using aromatic Italian talcum powder to soothe irritation and referred to a doctor.

Baby powder debuted in 1893 and hit the market in 1894. The earliest baby powder in a yellow and red tin can labeled “for toilet and nursery”.

According to Robert shook, sanitary napkins were included in the young mother’s kit, but were never seen as a separate product until customers approached the company for it..

In 1893, Talkov was packed in a box that was originally given to midwives and given to the mother after childbirth. The moms liked it so much that the company started selling it in pharmacies. Also in the midwife’s box were twelve sanitary napkins. Before that, there was no such product available for purchase. After the company received hundreds of letters from women wanting to know where they could buy these products, the company began manufacturing them – the first company to make sanitary napkins in the United States..

First baby to appear on Johnson’s baby powder label Mary Leah Johnson Richards, granddaughter of Robert Wood Johnson I (Johnson co-founder & Johnson).

Johnson’s baby powder has a special scent that, for many Americans, is associated with the scent of the baby itself. According to spokesman Johnson & Johnson Fred Tewell, baby powder-flavored cleaning products has become virtually the standard for not only cosmetics, but diapers as well.

Johnson’s Baby Cream (1921)

Johnson’s baby cream was introduced in 1921.

Gift Boxes (1921)

According to Margarita Gurowitz, Johnson & Johnson corporate historian, in 1921 the company released its first “baby gift box” which contained small bags of baby powder, baby cream and baby soap and “was designed as a small gift that a person can take when visiting a family with a baby.”.

Johnson’s Baby Oil (1938)

Introduced in 1938, Johnson’s baby massage oil has been heavily publicized across the country (Life magazine) since 1943 as a complementary product to baby powder.

Johnson Baby Lotion (1942)

Often referred to as the “pink brand” (by the color of the bottle), Johnson’s Baby Lotion was introduced in 1942.

Johnson’s Baby Shampoo (1953)

“No More Tears” shampoo was introduced in 1953.

As Nunez and Johnson pointed out:

In 1953 Johnson & Johnson injected his no more tears shampoo. Designed for this particular use involved a real soap breakthrough, however, thanks to the implementation of amphoteric detergents for household use. While not as effective as traditional soaps, these products are very mild, making them literally easy on the eyes and perfect for sensitive babies’ but probably not overly dirty skin. Designing this new category of cleaners for this segment of Johnson users & Johnson to capture in the category he still dominates today, more than fifty years later. Within six months of its introduction, Johnson and Johnson captured 75% of the baby shampoo market, a share he did as recently as 1995..

In 1955 Johnson & Johnson advertised on “The Adventures of Robin Hood TV series for Johnson’s Band-Aid and Baby Shampoo. It was later advertised with the slogan” Johnson’s Eyes Don’t Burn “.

“No More Tears” has only been registered as a trademark since 1959.

No More Tangle (1971)

“No More Bunches” shampoo (named for the popular “No More Tears” shampoo) debuted in 1971.

Book edition (1976)

In 1976, the brand entered the publishing business with the book “Baby Development Program: Birth-12 Months” by Richard A. Chase, then “The First Wonderful Year: You and Your Baby” (1979) Chase and Richard R. Rubin.

Johnson Baby Wipes (1980)

Johnson Baby Wipes appeared in 1980 as Johnson Baby Wipes.

The product was renamed “Napkins” during the 90s (the product is already present back in 1990). In 1994, it was billed as a better option for cleansing baby skin than water, thanks to the mild, pH-neutral cleansing lotion that the wipes contain..

Screen Sun (1991)

The Sun Screen was introduced in the spring of 1991.

Head To Toe Cleanser (1997)

An ultra mild cleanser from head to toe, introduced in 1997.

Sleep Assortment (2000)

The bedtime bath appeared in 2000. It was the first of the products that later became known as the Johnson Infant Spectrum before bed with four products (bath before bed, lotion before bed, wash before bed and before bed oil) that contain lavender and chamomile.

In 2001, the bedtime lotion was advertised in magazines as “Working Mom” ​​magazine, as “the world’s first Lullaby in a lotion”.

“Much More Campaign” (2015)

In 2015, the brand launched a “much more” campaign focused on multi-sensory experiences (such as massage while bathing) highlighting the benefits of such experiences for child development..

Marketing baby products for adults.

The company has been using the slogan “best for baby is best for you” from the early days. Some examples of such advertising can be seen as early as 1913, when there was only Johnson baby powder..

Sometime in the early 70s Johnson & Johnson began marketing baby products to families, promoting the so-called “family use”.

The strategy was successful. By the 80s, the child had grown the stock market in the adult market due to the perception that “baby products are softer than others.” In 1985, for example, 70 percent of Johnson’s baby powder in the United States was used by adults..

Not child use.

Johnson’s baby products are widely used for non-smoking baby occasions. For example, Johnsons baby oil is used as a facial cleanser (as reported in the New York magazine popular television talk show Martha Stewart uses it in this way), by strippers, and as a lubricant in some sexual practices..

Health risk issues.

In December 1985, two doctors urged parents not to use baby powder, stating that it was unsafe to inhale and Johnson & Johnson responded with an official statement that “the product is safe when used as intended.”.

In February 2016, at J&J was to pay $ 72 million in damages to the family of Jackie Fox, a 62-year-old woman who died of ovarian cancer in 2015. She has been using Johnson’s baby powder over the years. In J&J has not argued that the safety of cosmetic talcum powder is supported by decades of scientific evidence and plans to appeal the verdict. A British charity organization, Ovacome was quoted as saying that there were 16 studies at the time that showed that using talcum powder increased the risk of ovarian cancer by about a third, and in a 2013 review by us, studies had similar results for the genitals, but not general, talcum powder. they were not convinced that the results were reliable. In addition, they said, “Ovarian cancer is a rare disease, and increasing the risk by a third still poses a small risk.”.

Clinical researches.

In 2007 Johnson & Johnson sponsor of the 1st European Roundtable on Best Practice for Baby Cleansing (a college of dermatologists and pediatricians from across Europe) focuses on the use of liquid detergents in bathing as opposed to washing with water. It concluded that “bathing is generally better for washing, basic safety procedures are followed, and has psychological benefits for children and parents.”.

A 2010 randomized clinical trial sponsored by Baby Mark Johnson examined the effectiveness of using a moisturizer as part of a standard skin care regimen to increase the moisture level in toddler’s skin. Research has shown that using baby cream is effective for maintaining a favorable moisture level in baby skin (compared to not using baby cream).

In February 2013, the journal of obstetric, gynecological, & neonatal nurses published a study by scientists from the University of Manchester, which showed that washing newborns with Johnsons baby from head to toe is as safe as using water alone. The study was sponsored by Johnson & Johnson “but conducted under strict independent scientific protocols including blind testing and peer review”.

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