Johnson’s Baby has introduced changes to its packaging that allow consumers to see all the ingredients in its baby skincare products, using an AR tool.
The step is in line with the brand’s ‘Promise, Pehle Pal Se’ and the stated intent is to ensure 100 pc ingredients transparency across its baby skincare range.
This is a global first for the company and the India launch will be followed by launches in more markets, informed an official statement.
Manoj Gadgil, Business Unit Head & VP Marketing – Kenvue, said, “Our new initiative is rooted in deep consumer insights which indicate that that every mom wants to do their best and use only the safest products, however we realise that very few mums understand which ingredients go inside products and are safe for babies.
At Johnson’s® Baby, it is important to us that parents feel confident on what they choose to use on their babies’ skin. We believe that it is only possible when they have complete transparency and information. As pioneers in baby skincare, Johnson’s® Baby has always designed products to protect a baby’s delicate skin. To further strengthen trust amongst parents and to help deliver their biggest promise to their baby, we have reimagined our packaging and paired it with an innovative AR technology. This offers complete transparency to parents bringing alive the purposeful ingredients that we use and the science behind their usage.”
The brand has launched a digital film that spells out how most mothers are unaware of the ingredients in baby products. Driving home the initiative on ground, the AR technology will be taken to 25,000 retail outlets across India. The brand is also planning interactive meets with influencers and mommy communities.
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