Johnson & Johnson is rebranding its entire baby care portfolio
As the top baby care brand in the world, Johnson & Johnson had grown accustomed to using concrete scientific research to back up the global appeal of its products. Until now, from its iconic gold baby shampoo to its pink lotion; the scientific benefits of its products have always been at the heart of its messaging.
Due to rise of social media, recently market leaders like Johnson & Johnson are being questioned like never before. There are parents sharing concerns about dyes and fragrances in baby care products and few are moving towards of all-natural alternatives. The initial reaction of Johnson & Johnson’s was to do what it has always done and fight back with science. But the brand quickly realised that science alone was no longer enough.
Subsequently, followed an 18-month period of intensive research with mothers and fathers working within the business, alongside conversations with 26,000 consumers worldwide. The team found concern from parents about having dyes in the products they were using on their babies and a general desire for greater transparency.
The popular baby care brand was finally convinced that it needed to relaunch its baby care brand focusing on the human side of its products, putting science in the background.
‘Gentle’ is the filter through which the team approached every aspect of the rebrand. While the repositioning takes inspiration from Johnson & Johnson’s ‘pure, mild, gentle’ tagline, it is focused less on the science side and more on the desire to raise children in a gentle world.
Gone is Johnson & Johnson’s ultimate ‘sacred cow’, its gold baby shampoo, in favour of a new-look clear version. Its pink baby lotion is also no longer pink. The top baby care brand is revealing the ingredients that go into its signature fragrances for the first time, information it would have once considered a trade secret.