JOHNSON’S® unveils first major brand transformation in 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, United Arab Emirates, 25 July 2019:  After 125 years, Johnson’s® has announced a complete transformation of its brand and products in response to modern parenting needs and preferences.

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.

Acknowledging that everything about parenting has changed in the past 40 years and recognizing that a strong population of GCC millennial parents are adopting new parenting principles, Johnson’s® developed an all-new generation of baby care products that serve the pressing issues of parents today.

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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 a simpler, more natural and eco-friendly approach to nurturing their children.

With more and more parents across markets such as Egypt, UAE, and KSA citing product quality as their main concern for babies, the response reaffirms Johnson’s’® commitment to delivering products built by and for today’s modern parent.

The Johnson’s® promise has always been to craft products so mild that they can be used for every age and stage of a baby’s life. But gentle goes beyond what’s in the bottles; it is the heartbeat of the brand. Choosing gentle is rooted in the insight that parents want to create a better world for their children, a world where every baby can flourish.

“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 our evolved 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 fewer ingredients, the new range is even kinder without dyes and sulphates, and as always is free of parabens and phthalates.

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Knowing that parents in the region are particularly concerned about the safety and standard of their products and look for quality products they can trust, Johnson’s® ingredient transparency and easier to read ingredient labels offers parents clarity and reassurance that they are choosing the best for their baby.

The second promise 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. Several of 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 also made 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 to specially 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.

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JOHNSON’S® transformation through innovation

Johnson’s® never stops raising the bar when it comes to delivering what’s best for your baby – that drives everything they do. Guided by a mission to create the gentlest products backed by rigorous science, and a desire to address parents’ growing needs, Johnson’s® transformed their entire baby care range – from what’s inside the bottle to packaging and usability.

The business rationale

 End-to-end operations evolve under Johnson’s® significant brand transformation

Innovation is a hallmark of Johnson’s® brand transformation

Everything about parenting has changed in the past 40 years, and so Johnson’s® set about strengthening and modernizing their brand through reformulated and redesigned products – inside and out. But alongside a fresh offering, our overhaul and ethos of ‘gentle’ was stretched through to our operations. Johnson’s® transformed the whole process, with an overhaul from manufacturing, to supply chain, to shelf.

Johnson’s® have always put the focus on the consumer without ignoring efficiency in operations. With the relaunch, the brand embraced more effective processes. By finessing their global supply chain process, Johnson’s® succeeded in a 28 percent reduction in ingredient suppliers via consolidation. Investment in new equipment meant greater efficiency of standardized platforms, reducing manufacturing sites by 51 percent. Reduction in energy use at internal manufacturing sites by up to 20 percent, ensuring a reduced environmental footprint

Almost half (47%) of what Johnson’s® sells in Africa, Middle East and Turkey is manufactured in the region. In terms of distribution, Johnson’s® reduced packaging suppliers by 89 percent and used packaging sizes that best suited each product, resulting in increased productivity and reduction in costs. Saved costs means greater investment in R&D and continuously raising the bar when it comes to developing products. Focusing on agility ensures that systems are equipped to cater to changing consumer needs, taking into account the rise of ecommerce while reducing the amount of time taken between order and customer delivery.

Products in detail

Johnson’s® baby care range transforms inside and out 

Johnson’s® combined 26,000 consumer voices with rigorous research science to deliver an innovative range with superior benefits, ultimately offering both parent and baby a gentler experience.

Products have been designed in four different stages, each defining the key stages of infant growth and development. They range from newborn, to active baby, kids as well as the iconic classics range for family use.

It was important to the brand that parents feel confident in what they choose to put on their babies’ skin. Using 50 percent fewer yet more purposeful high-quality ingredients, all washes, shampoos, lotions and creams are even gentler, and are made using simpler and more naturally derived ingredients without dyes, sulphates, parabens and phthalates. That means products now include 96% naturally derived ingredients such as soybean and coconut oil. Formulas are now less greasy and faster absorbing, yet deliver the right amount of moisturization, leaving no unwanted residues.

Innovative technology was at the heart of developing new formulas. One of the proudest achievements is the foaming sulfate-free cleanser. Johnson’s® pushed themselves and created their first-ever sulfate-free formula that creates a velvety, foaming cleanser, keeping the bubbles parents (and their babies) want.

Furthermore, Johnson’s® prioritized using ingredients that are not harmful to aquatic life and ecosystems. Through a patented system, they formulated products that are non-toxic, and don’t bioaccumulate in the environment.

Fragrance is an important element of products as it helps parents and children to bond. All formulas are free of fragrance known allergens and continue to follow International Fragrance Association (IFRA) global standards as well as a five-step assurance process. The new range features the iconic fragrance that mother’s love, while refreshing certain notes to specially create a gentle scent that will be even more precious.

Why consumers will care

Parents at the heart of Johnson’s® first complete brand transformation

Parents and researchers were an integral part of creating a better experience for parent and baby.  Johnson’s® was creative and uncompromising in finding innovative ways to nurture gentler, simpler baby care.

Johnson’s® considered the needs and expectations of 26,000 parents from around the world to shape and refine its new product range. Designed with modern parents’ preferences paired with rigorous research and science, innovative adjustments were made to deliver a range with superior benefits, ultimately offering a gentler experience that also creates a stronger important bond between baby and parent.

Understanding that babies’ skin and hair have unique needs, the products have been designed for three different stages: newborn, active baby and kids, each defining the key stages of infant growth and development. Johnson’s® reformulated and expanded its product line for these unique milestones, so parents can feel more confident that they are choosing the right product for their child.

For nearly a decade Johnson’s® has been leading the emerging field of study into the development of the infant skin microbiome (the microorganisms in an environment such as a baby’s body). The new range designed for different stages specially considers the unique ‘skin microbiome’ of babies and the structural skin changes which occur during development. The cottontouch™ collection is clinically proven not to disrupt babies developing skin and microbiome and is designed specifically for newborn delicate skin. Made with real cotton the products are easy-rinsing, fast absorbing, and leave baby’s skin soft with virtually no unwanted residue.

One of the most important elements was making bath-time enjoyable for both parent and baby. Johnson’s® did this by designing softer, ergonomic bottles with convenient pumps for one-hand use. This way, mums and dads can remain focused on the baby and hold their baby throughout.

Johnson’s® pushed themselves to create a sulfate-free formula that creates a velvety, foaming cleanser – cutting out the unwanted ingredients but maintaining the bubbles that both parents and babies want. Bubbles create interactive and bonding playtime moments, ensuring babies look forward to their bath. New products now offer creamier quick lathering washes for easier rinsing, improved conditioning as well as light, fast absorbing formulas, without the greasy after-feeling.

Johnson’s® new products do more than just cleanse and moisturize, they turn ordinary minutes of care into important bonding moments at every age and stage, strengthening the connection between baby and parent. Gentle fragrances in the products help to create that direct connection to memory and emotion, making memorable bath-time experiences.

History & heritage

Johnson’s® unveils next chapter in its 125-year history of unparalleled care

For nearly 125 years, Johnson’s® baby products have been a special part of the moments in parents and babies’ lives. With a mission to create the gentlest baby-products in the world, Johnson’s® redefined the term gentle and reinvented mild baby care products.

As far back as 1880, Johnson’s® understood women’s and mother’s role as caregivers and were the focus of the company’s early consumer products and educational campaigns.

Striving to develop mild products for every stage of a baby’s life, Johnson’s® has been committed to improving the lives of mothers, parents and babies through research and scientific innovation from the very beginning. For example, Johnson’s® products have been free from parabens, phthalates and formaldehyde-releasing preservatives for years, while formulas have already been free of known fragrance allergens.

As part of one of the world’s top healthcare companies, Johnson’s® partner with global health authorities, doctors, nurses, midwives, and leading baby experts to understand the unique needs of babies at every age and stage in diverse areas of the world.

Johnson’s® has continuously evolved, adapting their products in response to changing consumer and market needs.

Giving back to the community is also an important part of the brand ethos and Johnson’s® formed the Right Start initiative.  Partnering with Save the Children the aim of the project is to encourage registration of babies at birth, giving them the ‘right start’ and eliminating the disadvantage of not having an official identity.


JOHNSON’S® has a long tradition of providing pure, mild, gentle and clinically-proven products, formulated especially for babies. The most trusted name in baby care, the JOHNSON’S® brand is rooted in science and has more than 100 years of leadership in the industry. We are proud of our commitment to developing high quality baby care products and we only make products we would proudly use on our own families. Every product undergoes clinical assessment to ensure it meets our rigorous standards.


Andy Roberts

Andy Roberts
Andy Roberts

Senior Marketing Director, AMET (Africa, Middle East, Turkey)

Andy has a 19-year history with Johnson & Johnson, having first joined the company in 1999 as Assistant Brand Manager on RoC® in the UK.  Over the next 6 years, he took various sales and marketing positions within Johnson & Johnson UK, before in 2005 moving to Johnson & Johnson EMEA as Regional Marketing Manager for the Compeed® range of woundcare products. After a successful period in this position, Andy was promoted to Regional Marketing Director for OTC products in 2009.  During his tenure on OTC, Andy was responsible for the acquisition of the Dr Mom® and Rinza® brands in Russia from JB Chemicals Ltd.

In August 2014 Andy relocated to Dubai to take up the position of Senior Marketing Director for Johnson & Johnson Middle East FZLLC, where he successfully led the integration of North Africa into the Dubai hub, and led the marketing team through a digital transformation.  In April 2017, Andy was appointed Senior Marketing Director for AMET, expanding his responsibility to incorporate Turkey and Sub Saharan Africa.  His priorities now are continuing to drive the Digital Marketing agenda, and expanding access to the full range of Johnson & Johnson products across the AMET geography.

Andy holds a degree in Management from Aston University in Birmingham, UK.  He lives in Dubai with his wife, Aileen and 14 year old daughter, Olivia.

Vivian Nasamu-Odior

Vivian Nasamu Odior
Vivian Nasamu Odior

As the Director of Baby Brands (JOHNSONS®, AVEENO®, DESITIN®) at Johnson’s®, Vivian Nasamu-Odior leads the company’s marketing efforts and brand strategy in the AMET region.

Vivian combines her decade-long marketing experience with a deep understanding of the female consumer market, having led leadership roles in a range of global brands such as LUBRIDERM®, CLEAN & CLEAR®, TYLENOL®, BENGAY® and MOTRIN® in North America. In her current role, she spearheads initiatives in marketing, brand evolution and creative strategy to drive regional impact.

In the past, Vivian has successfully managed multiple brand-building initiatives by focusing on the empowerment of the community. Her work on CLEAN & CLEAR® See The Real Me and MOTRIN® #Womaninprogress campaigns embraced the strength of girls and women in the United States, while her creative and strategic input on the successful TYLENOL® #HowWeFamily campaign reflected on the evolution of the modern family. Her creative and strategic contribution to these campaigns has won her recognition such as the 2016 JWT Innovator of Change Award, the ANA Multicultural Excellence ‘Total Market’ Award, the ‘One Show One Screen’ Award for Branded Content, an Effie Award and a Global Burke Award for Diverse Audience among many more. Vivian has been involved in a number of community engagements and has voiced her opinions on various public platforms such as the TED x JNJ, J&J Regional Leader Dialogue and the 2016 SXSW.

Vivian has consistently used her powerful position in the industry to equip young women with the courage to embrace themselves. She has led various workshops, speaking engagements and volunteer roles in non-profit organizations such as Girls Inc., The Evoluer House, Synchronicity Theatre, Dove Self Esteem Workshop, along with her own program called Little Lady Luncheons.

She also serves as a leader on the Diversity Marketing Team and the Recruiting Team at her alma mater, Duke University, where she earned her MBA and served as the Co-President of the Association of Women in Business. Vivian also holds a BA in Broadcast Journalism and Advertising with a Sales Excellency Certification from the University of Houston.

Frances Ganges

Frances Ganges
Frances Ganges

As Johnson’s Scientific Engagement Liaison for Baby and Feminine Care in EMEA, Frances Ganges is a global public health professional, with more than three decades’ experience in maternal and newborn health. In her current role, she helps to advance evidence-based practice and scientific leadership with Health Care Personnel, Key Opinion Leaders and relevant organizations.

She has worked with Health Care Personnel around the world and has held positions such as Senior Newborn Advisor for Save the Children (US) and Clinical Instructor at the University of Medicine and Dentistry of New Jersey.

She is an accomplished leader and strategist, with deep experience in developing and implementing projects and programs in a variety of settings. She is an expert in bringing together diverse stakeholders from government, public health, NGO, industry, medical, and scientific affairs around policy and programmatic initiatives.

Originally from New York City, Frances is based in Brussels, Belgium.

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