Johnson's targets millennial parents, reinvents baby care range

Brands around the world are trying to lure millennials either through their communication or through new offerings specifically targeted at them.

In a bid to cater to millennial parents, Johnson's has reinvented their baby care range. The brand has made changes to its products that include fewer ingredients to give gentle care and ergonomic new packaging.

“We understand that providing baby care is both an art and a science. And the art of baby care is best understood through a parent. Therefore, it’s important to us that parents feel confident in what they choose to put on their babies’ skin and that can only be possible with complete transparency, so we’re sharing 100% of the ingredients on our bottle, including fragrance. With innovations like one hand easy to use pump packs and safety lock on packaging, we have taken care of every detail to make taking care of a baby safer and easier,” said Deeptha Khanna, Global President, Baby Care Franchise, Johnson & Johnson.

Under the ‘Choose Gentle’ initiative, Johnson’s reduced the portfolio of ingredients in its products by more than 50%.

“‘Choose gentle’ is our commitment to further elevate the standards of safety and gentleness in baby care – using only the safest possible ingredients, while maintaining Johnson’s high standards and unwavering commitment to quality. It is our fundamental mission to ensure each baby is cared for just the way a mother wants and therefore, we listened to parents from around the world and upgraded our products inside and out to set a new standard for gentle,” said Vikas Srivastava, Managing Director, Johnson& Johnson Consumer India.

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