Holding your baby close, breathing in that sweet scent of innocence, you can see in her eyes the trust she places in you to love and protect her in every way you can. You sign a pact in your heart that you will do your utmost for her and to never betray her trust.

What shall you do to ensure this little dependent baby is cared for in the best possible way?

As a mother, you know that at this young age, she is vulnerable in every way. When she reaches out to you and you caress her, you can feel that her skin is delicate and defenseless against the toxins and irritants in our environment. Because you care, you want to make sure your precious one comes to no harm when you clean her and so you choose only the mildest of cleansers and moisturisers to protect her new skin. Her skin is your baby’s first line of defense against the harshness of this world.

How Do You Choose?

What should you choose to provide the skincare you know your baby deserves? Only the safest, purest and the gentlest of course. Not only that:

You want a brand that is trusted by generations
that never stops raising the bar when it comes to delivering the best for baby
that listens to you and thousands of parents like you before formulating their products
that is unafraid to change, removing all that is unnecessary so that only the purposeful is included
that is completely open and honest in sharing 100% of the ingredients in all their products
and that has a mission of helping to make the world a gentler place

And when gentle means safe and pure and becomes the moral direction of a brand, only one name comes to mind, and that is JOHNSON’S® choose gentle.

What it Means to Choose Gentle

A New Standard of Gentle

I remember when my mother introduced JOHNSON’S® to me and I introduced JOHNSON’S into my babies’ bathwater and skincare, gentle was the way babycare used to be. The brand is over 125 years old today and having committed all this while working with global health authorities, doctors, nurses, midwives, and leading baby experts to understand the unique needs of babies at every age and stage, JOHNSON’S® understanding of baby skin and hair is unparalleled.

As it stands, over 90% of all industry-led baby skin care research comes from JOHNSON’S® while its babycare products not only meet but exceed top baby safety standards around the world.

In continually raising the bar, JOHNSON’S® has reworked their products entirely according to the feedback of more than 26,000 parents from around the world. Combining that with the most up-to-date manufacturing science, they have set a new standard for gentle.

Reintroducing a Reinvention of JOHNSON’S® Babycare Range

With 50% less ingredients to give you simpler, gentler products with no parabens, no phthalates, and no sulfates ─ Less is More. JOHNSON’S® only delivers the best for your little one.

The result is JOHNSON’S^® gentlest range of baby care products ever, beginning from the formulation to the packaging design. In removing 50% of the ingredients and using only what is purposeful in their products, less is now more. Their new reformulations include:

Simpler formulas with fewer, more naturally derived ingredients;
0% parabens, phthalates, sulfates and dyes;
Fragrances are free of allergens which follow the International Fragrance Association (IFRA) & Research Institute for Fragrance Materials (RIFM) global standards;
Easy to rinse formula, and leave no residue on the baby’s skin;
Light, fast-absorbing, and NON-STICKY lotions, that moisturise up to 24 hours; and
Bottles are mum-user-friendly as many come with pumps for her to use with just one hand, leaving her other hand free to hold on to baby.

All products are additionally designed to be irritation-free and scientifically proven hypoallergenic.

CottonTouch^™Range for Newborns made with Real Cotton

Newborn skin loses moisture two times faster than adult skin. It has less natural moisturizing factors and is often dry even when it may not seem so. The new JOHNSON’S® CottonTouch™ range of wash and lotion is a hypoallergenic, ultra-light formula proven to enhance touch and positive engagement between parents and babies.

Leading JOHNSON’S^® innovation is a new line of products for newborns. Said to be the first and only products blended with natural cotton, CottonTouch^™ Top-to-Toe Bath and Face & Body Lotion for Newborns are ultra-light and gentle on the skin.

CottonTouch^™ Top-to-Toe Bath for Newborns is clinically proven to be mild, hypoallergenic and pH balanced as well, CottonTouch^™ Top-to-Toe Bath is so safe and easy to rinse without any residue. Thus, it can be used on baby from the first day of life for newborns.
CottonTouch^™ Face & Body Lotion for Newborns is a non-sticky and unique water-based lotion that absorbs fast and moisturizes baby skin up to 24 hours. CottonTouch™ Face & Body Lotion is light and gentle to nourish newborn sensitive skin from day one, leaving baby’s skin incredibly soft from day one.

TOUCH: Baby’s First Emotional Bond

Physical contact is a baby’s first emotional bond, and is key for emotional and intellectual development.

Encouraging mother-baby touch and interactions through bathing and massaging routines, CottonTouch^™ Top-to-Toe Bath and Face & Body Lotion for Newborns provide for positive engagement and invaluable bonding moments between baby and you.

Physical contact is your first non-verbal communication with baby and she with you and touch is your baby’s first emotional bond, and key to her emotional and intellectual development. Touch is skin-to skin contact and JOHNSON’S^® scientists and baby care experts have discovered that rich and beneficial multisensory experience from the moment of birth can have a profound impact on her physical and cognitive development throughout her childhood.

JOHNSON’S^® Milk + Rice, Milk + Oats Wash & Lotion for Toddlers

(From left) JOHNSON’S® Milk + Rice and Milk + Oats Wash & Lotion are formulated with rich moisture and nutrients to keep baby’s skin nourished as it continues to grow.

Toddlers are Crawlers and Walkers

As babies progress towards toddler stage, they develop motor skills to help them explore the world around them. They learn to sit, crawl and stand before they take their first steps. An expert 12-month old crawler can cover 636 “steps” in an hour with a speed of 100 meters per hour and falling more than 17 times in the same duration. From 12 to 19 months old, a walker takes an average of 2,000 steps an hour, moving much faster and further than a crawler, while falling about the same number of times.

Skin Wear & Tear

This means, the skin is subjected to serious daily wear and tear while it is still under-developed and continuing to mature. JOHNSON’S^® Milk + Rice and Milk + Oats Wash & Lotion are formulated with rich moisture and nutrients to keep baby’s skin nourished as it continues to grow. Combining milk proteins with multiple vitamins and rice extracts or triple oats nourishing blend, the range provides complete nourishment for baby’s gentle and dry skin as it cleanses and moisturizes. Especially suitable for active babies and toddlers whose skin undergo daily wear and tear.

JOHNSON’S^® Active Kids^™ Shampoo for Toddlers and Kids (3 years & above)

(From left) Shampoos for kids: Shiny Drops contains Argan oil and silk protein for soft and shiny hair; Clean & Fresh formulated with Active Fresh™ technology for long lasting freshness; and Soft & Smooth – contains honey and wheat extract to bring out hair’s natural smoothness and shine.

Kids’ Shampoo Needs

Although toddlers’ and young kids’ skin is not as delicate as newborns’ or babies in the first year of life, their skin is still developing. As such, adult shampoos are not suitable for them as they may be too harsh or rich for toddlers’ and kids’ tender scalp. On the other hand, active toddlers and kids also need a gentle and performing shampoo that cleanses the scalp and manages their hair, especially in Malaysia’s hot and humid weather that usually cause more sweating.

Advanced Formula for Growing Kids

JOHNSON’S^® Active Kids^™ Shampoo for toddlers and kids is formulated to be gentle versus adult shampoo and yet effective for toddlers’ and kids’ hair and skin. The formula is pH balanced and pediatrician approved. It comes in three variants:

Shiny Drops – contains Argan oil and silk protein for soft and shiny hair;
Clean & Fresh – formulated with Active Fresh^™ technology for long lasting freshness; and
Soft & Smooth – contains honey and wheat extract to bring out hair’s natural smoothness and shine.

Find out how to Choose Gentle at www.johnsonsbaby.com.my