In what it describes as a 'groundbreaking' move, the brand has begun disclosing 100% of the ingredients in its baby products.
The move follows international interest in the court cases brought against Johnson & Johnson across North America (US and Canada) over allegations that its talcum powder product caused ovarian cancer.
The company has since relaunched products and released new ones, and its push in the area of transparency suggests it is taking steps to win back consumer confidence.
Johnson’s Baby notes that it will even be releasing those elements of formulation that previously it has kept secret for commercial advantage.
“Fragrance has long been considered a trade secret, but Johnson's recognizes that today’s parents will feel even more confident in a product if they know 100% of the ingredients,” the company says.
The Environmental Working Group (EWG) has praised the move from the personal care player.
“We applaud Johnson & Johnson’s move to greater transparency in the personal care product market,” said EWG President Ken Cook.
Johnson’s releases ‘five reasons parents can feel good’ about the brand
As part of its push to appeal to parents from a product safety perspective, the company has released ‘five reasons’ that parents can trust the brand and its products.
1. They Contain More Naturally Derived Ingredients
Johnson’s says that parents asked for shampoos, lotions and other baby products containing more naturally derived ingredients.
In response, the brand says it has added ingredients like soybean and coconut oil to both its relaunched line of baby products.
As a result, 96% of the ingredients used in the brand's leading baby products are naturally derived.
2. They Also Contain Fewer Ingredients
Another request from parents that Johnson's has followed up on: fewer ingredients overall in the brand's baby products.
Now all products—from the classic Bedtime® Baby Lotion to the new CottonTouch™ Newborn Wash & Shampoo—are free of sulfates and dyes.
Overall, the roster of ingredients used in the brand's baby products was reduced by more than 50%.
3. Parents Will Know Exactly What's In Each Product
This is the transparency push: Johnson's is sharing 100% of the ingredients used in each product, including fragrances.
Not only are all fragrance ingredients disclosed, but company scientists have purposefully steered away from including known and even potential fragrance allergens.
“Johnson’s fragrances are designed specifically for delicate and sensitive skin, so we avoid harsh ingredients and fragrance allergens," says Homer Swei, Director of Product Stewardship, Johnson & Johnson.
"Our baby fragrances have been reviewed by both independent groups and safety experts — and for the first time are all listed on the Johnson’s website.”
4. Packaging Is More Parent-Friendly
Bottles now have pumps, and a more ergonomic design, explains the brand.
“Plus, the new CottonTouch™ line of products, including a baby wash, are blended with real cotton, which helps enhance and encourage the touching and bonding experience,” it says.
5. Products Are Gentle for Babies—and the Environment
This is a priority for Johnson's, the company says. It used a patented system to create products that are biodegradable, nontoxic and don’t bioaccumulate in the environment.
It also notes that its manufacturing processes are also designed to reduce water usage at sites by about 20%.