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JOHNSON'S Baby Has Some Incredible News - Clumps of Mascara
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JOHNSON’S Baby Has Some Incredible News

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One of world’s favorite baby brands has been doing some serious work. JOHNSON’s Baby has recently reformulated many of their products. And why you ask? Because the consumer asked them to. What sounds like a simple request is really heavily involved and detailed. Remember when I told you about my visit to the headquarters in February? It was there where I got a chance to meet with some of the chemists and marketing professionals behind the brand. They were so candid and honest with us bloggers as they talked about how challenging it was to reformulate some of their most popular products.

But they felt like they had to do it. Because the consumer asked them to.

And before you get all “What GOOD! How hard is it to remove an ingredient or two or 10?” on me, think about your favorite skincare product. You use it because you love it, right? You like the way it feels and the way it performs on your skin. You’ve been using it for a while because it is consistent and you can always depend on its efficacy. You would flip if the formula changed, wouldn’t you? Especially if the scent was different or if wasn’t as moisturizing. JOHNSON’s Baby had the daunting task of reformulating their products without changing the consumer’s experience. Wow. Far from easy. But they did it.


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Because the consumer asked them to. They reformulated the following products:

o JOHNSON’S® Baby HEAD-TO-TOE® Wash
o JOHNSON’S® Baby Lotion
o JOHNSON’S® Baby Shampoo
o JOHNSON’S® Baby Shampoo & Conditioner for Thick and Curly Hair
o JOHNSON’S® Baby Shampoo & Conditioner for Thin and Straight Hair
o JOHNSON’S® Baby Shampoo with Calming Lavender
o JOHNSON’S® Baby Soothing Vapor Baby Bath

Exciting, right? It’s a big deal and I can’t wait to see what loyal JOHNSON’S Baby fans are thinking about the products and if they can detect a change. Having played around with them, I can guarantee you that I haven’t noticed anything different. Which is a good, thing, right?

In honor of the new changes, JOHNSON’S Baby put together a lovely video that acts as an open letter to moms showing scientists and their families coming together to build an origami stork mobile, symbolizing the delivery of our promise. So sweet.

Ya gotta love a brand that actually listens. Check out the video and let me know what you think!


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  • http://www.nesheaholic.com LaNeshe (Nesheaholic.com)

    Oooh, looking forward to some products from them sans parabens.