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Johnson’s® Brand Launches Johnson’s® Natural™ Product Line for Babies and Kids


Brings Affordable, Natural Products to All Moms at Mass Retail

Introduces New Website with Educational Videos on “Baby Steps” to Natural Living

Skillman, NJ - JOHNSON’S® Brand, the leading expert in baby skincare, introduces JOHNSON’S® NATURAL™, a line of products that naturally and gently care for baby’s skin and hair featuring at least 98 percent plant and fruit-derived natural ingredients. The new line supports the needs of a growing number of moms looking for natural products as part of a natural lifestyle.

JOHNSON’S® NATURAL™ product line is formulated with a unique combination of at least 98 percent naturally derived ingredients, the iconic NO MORE TEARS® formula and our ALLERFREE™ fragrance, containing subtle notes of white floral, powder and vanilla scents, which is naturally derived and free of known allergens and irritating essential oils. The line consists of five product offerings for moms with children of varying ages: JOHNSON’S® NATURAL™ HEAD-TO-TOE™ Foaming Baby Wash, JOHNSON’S® NATURAL™ Baby Shampoo, JOHNSON’S® NATURAL™ Baby Lotion, JOHNSON’S® NATURAL™ Kids 2-in-1 Kids Hand & Face Foaming Wash, and JOHNSON’S® NATURAL™ Kids 3-in-1 Shampoo, Conditioner & Body Wash.

“JOHNSON’S® is a leader in developing baby products that are mild and gentle to meet the different needs of all moms and caregivers,” says Rich Hildebrandt, group product director for JOHNSON’S® Brand. “We’re thrilled to provide moms with trusted, natural products that are affordable and available at mass retail. Not all natural products are suitable for children, but the new line by JOHNSON’S® is not only designed specifically for babies, it also won’t break the bank.”

To coincide with the launch of the new line, JOHNSON’S® is introducing a new micro site, , where moms can get information about the products and ingredients, receive coupons and view a new video series. The video series entitled “Baby Steps to a Natural Lifestyle,” showcases real moms who offer tips on how to incorporate natural living into everyday family life affordably. The videos feature real-life moms including natural lifestyle expert and author Sara Snow, prominent mommy blogger and co-founder of Cool Mom Picks Kristen Chase, and Holly Ambrose, a mom blogger who regularly works with the National Wildlife Federation.

Recognizing that part of living a natural life for moms includes the ability to introduce little ones to the great outdoors, JOHNSON’S® has teamed up with National Wildlife Federation in support of their efforts to inspire families to spend more time outdoors in nature.

“It’s never too early for moms to spend time in the outdoors with their babies and introduce them to nature at an early age,” says Meri-Margaret Deoudes, National Wildlife Federation. “We’re excited to be working with JOHNSON’S® and have them join our efforts to help parents and families connect with nature.”

The new JOHNSON’S® NATURAL™ product line is now available nationwide at food, drug and mass retail stores, and has suggested retail prices that range from $4.59 for 9 oz. to $6.49 for 18 oz.

About National Wildlife Federation
The National Wildlife Federation is America’s conservation organization inspiring Americans to protect wildlife for our children’s future.

About JOHNSON’S® Brand
JOHNSON’S® Brand from Johnson & Johnson Consumer Products Company, Division of Johnson & Johnson Consumer Companies, Inc., has a long tradition of providing pure, mild, gentle and clinically-proven products formulated especially for babies. The most trusted name in baby care, JOHNSON’S® Brand is rooted in science and has more than 115-years leadership in the industry; every product undergoes rigorous clinical assessment to ensure it meets our highest standards. JOHNSON’S® Brand takes pride in continuing to create and supply parents and healthcare professionals with the best essentials and innovations in baby care. For more information about the JOHNSON’S® Brand and its product offerings, visit

This press release contains “forward-looking statements” as defined in the Private Securities Litigation Reform Act of 1995. These statements are based on current expectations of future events. If underlying assumptions prove inaccurate or unknown risks or uncertainties materialize, actual results could vary materially from Johnson & Johnson Consumer Companies, Inc. and/or Johnson & Johnson’s expectations and projections. Risks and uncertainties include general industry conditions and competition; economic conditions, such as interest rate and currency exchange rate fluctuations; technological advances and patents attained by competitors; challenges inherent in new product development, including obtaining regulatory approvals; domestic and foreign health care reforms and governmental laws and regulations; and trends toward health care cost containment. A further list and description of these risks, uncertainties and other factors can be found in Exhibit 99 of Johnson & Johnson’s Annual Report on Form 10-K for the fiscal year ended January 3, 2010. Copies of this Form 10-K, as well as subsequent filings, are available online at, or on request from Johnson & Johnson. Neither Johnson & Johnson Consumer Companies, Inc. nor Johnson & Johnson undertake to update any forward-looking statements as a result of new information or future events or developments.


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