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JOHNSON & JOHNSON 2010 ANNUAL REPORT12
In June 2010, Johnson & Johnson
Consumer Companies, Inc. launched the
JOHNSON’S® NATURAL® baby line in
North America, bringing new, affordable
natural baby products to moms at mass
retail. The brand was developed in
response to the growing number of
parents, like Sara, who are environmen-
tally conscious and also want natural
products for their babies. All five products
are at least 98 percent natural (derived
from fruits or plants).
“A growing number of consumers
everywhere in the world want a natural
solution,” says Patrick Mutchler, Company
Group Chairman. “As the global leader in
baby care, it’s our responsibility to meet
the different needs of different mothers.”
NATURAL AND MORE SUSTAINABLE
JOHNSON’S® poured more than 100 years
of experience plus science, rigorous
testing and expertise into developing the
natural line. One challenge was defining
just what is “natural.” While many
organizations have formulated standards,
these criteria don’t address the unique
needs of babies.
“Not all natural products are mild
enough for a baby’s skin,” says
Jean Holland, Worldwide Franchise, R&D
Director. For example, a baby’s skin is
thinner and more sensitive than an adult’s,
Holland says. “Some natural ingredients,
such as essential oils, can be irritating
or allergenic.”
JOHNSON’S® ultimately developed a
standard for babies, called the BEST FOR
BABY NATURALS™ Standard. This led to a
formulation that is 98 percent natural
for the washes and 99 percent natural for
the lotions, using plant- and fruit-derived
ingredients. It contains the NO MORE
TEARS® formula and the first 100 percent
naturally derived fragrance, ALLERFREE™,
which is free of known allergens and
irritating essential oils.
In addition, JOHNSON’S® NATURAL®
packaging is thoughtful of sustainability
considerations. The plastic bottles contain
no colorant, use up to 60 percent post-
consumer recycled content and feature
silkscreened graphics rather than labels,
reducing packaging weight and waste. The
product line was honored with an
EARTHWARDS™ designation, which
Johnson & Johnson gives to products that
demonstrate significant improvements in
their environmental footprint. Further,
JOHNSON’S® NATURAL® forged a
partnership with the National Wildlife
Federation* to encourage children’s
exploration of their natural surroundings.
CONSUMER
Natural Choices
ELEVATES HERITAGE BRAND
“Both the traditional and natural
JOHNSON’S® products meet the
expectations of purity, mildness and
gentleness inherent in our heritage
business,” Holland says. “It’s all about
giving moms a choice.”
The line includes three baby and
two kids products: JOHNSON’S®
NATURAL® Baby Lotion, JOHNSON’S®
NATURAL® HEAD-TO-TOE™ Foaming
Baby Wash, JOHNSON’S® NATURAL®
Baby Shampoo, JOHNSON’S® NATURAL®
Kids 3-in-1 Shampoo, Conditioner &
Body Wash, and JOHNSON’S®
NATURAL® Kids 2-in-1 Hand & Face
Foaming Wash.
Sara Snow, meanwhile, especially
appreciates that the prices are lower
than some specialty natural brands
and that the products are available
at mass retail. “I really like that it’s
affordable, so that anyone can get their
hands on it,” says Sara, who was
such a fan of the products that she
became a spokeswoman. “To go with
a product that for so long has been
a trusted brand like JOHNSON’S®,
that really does the research, people
find a real sense of security and
comfort in that.”
ara Snow, an Indianapolis-based TV host and
green-living expert, gives her baby a “rub-a-dub-dub
cleaning” with JOHNSON’S® NATURAL® HEAD-TO-TOE™
Foaming Baby Wash, then hands her daughter to Dad
for the towel snuggle. “Especially for baby products,
less is more,” says Sara. “It’s a fantastic product.”
S
*A trademark of the National Wildlife
Federation. Please visit www.nwf.org.
MILD AND GENTLE
Sara Snow continues to be
environmentally conscious with her
choices for her child, like using
JOHNSON’S® NATURAL® baby products.
The product line was recognized with
an EARTHWARDS™ designation and
has forged a partnership with the
National Wildlife Federation.
Learn more at www.johnsonsbaby.com.