MUMBAI: Baby care brand, Johnson & Johnson, has always been under the scanner with people claiming it causes cancer and is actually harmful for a baby’s skin.

The brand has stuck to using scientific research to back up the global appeal of its products. But that was up until now.

Today, with rising awareness about artificial fragrances and harmful dyes used in bay care products, brands like Johnson & Johnson, Pampers, Huggies and others are being questioned and asked to move towards an all-natural alternative.

Now, to address the rising concern of parents and consumers around the globe, Johnson & Johnson has decided to rebrand its entire baby care portfolio prioritising transparency over science as it looks to get closer to parents.

Since the brand needed a new identity to connect with the millennial consumers/parents, it undertook an intensive research spread over 18 months with mothers and fathers. J&J discovered that the general concern among parents was about the presence of harmful dyes in products and a general need for greater transparency from the brand’s end. 

The baby care company has completely redesigned its packaging based on the feedback from its customers and employees, with an easy-to-hold, pump action bottles that can be operated with one hand while holding a baby. The products will now display the ingredients that go into their products and fragrances for the first time, which has until now been considered a secret. 

The global relaunch will roll out over the next 18 months, starting in the US in August, followed by China and India by the end of this year and then in the UK during quarter one of 2019.