National, November 7, 2025 – The world of parenting has evolved. Today’s parents are more informed and intentional in the choices they make for their little ones. Amidst busy lives, everyday moments like bathing and massaging are still cherished for bonding. To support and enhance these moments of bonding, Johnson’s Baby, the world’s No.1 baby care brand has upgraded its range with advanced skin-science based formulations and new sustainable packaging to cater to emerging needs of new age parents and designed to protect a baby’s delicate skin and hair.
Living into its promise to “Protect what’s precious”, Johnson’s® Baby also unveils its ‘It’s Pure Love’ campaign with Anil and Sonam Kapoor, celebrating these precious moments of bonding.
Better for the Baby: Advanced formulations designed for a baby’s skin
sFor over 130 years, Johnson’s Baby has pioneered products that are best for babies, anchored on deep understanding of baby skin science. Taking another step, Johnson’s baby has upgraded its entire range with industry-first formulations to better protect baby’s skin amidst the changing weather conditions. Every product is carefully crafted to protect the natural softness of a baby’s delicate skin, hair and eyes, along with the beloved Johnson’s fragrance.
The new range has:
- ‘Gentle formulations that are 100% doctor tested’ Purposeful and natural ingredients like Aloe Vera, Vitamin B5, milk protein, turmeric, and more to nourish the baby’s skin.
- Enhanced Protection: The new moisturizing range provides up to 72 hours of moisturization, while Johnson’s baby soap provides triple protection against germs, dryness, and irritation.
Better for the Mum:
The advanced formulations help mums protect their baby’s skin better, but it also enhances their experience of those everyday moments of bonding and care.
Johsnon’s Baby’s refreshed packaging highlights key ingredients and benefits front-of-pack, empowering parents to make informed and confident choices. For the first time, Johnson’s Baby also introduces a new brand mascot, ‘The Iconic Drop’, symbolising love, care and protection across which will be seen across touchpoints.
Better for the Planet
With this transformation, Johnson’s Baby also takes meaningful steps toward sustainability. The new bottles are made with 50% Post-Consumer Recycled (PCR) plastic that support responsible recycling. This reflects the brand’s commitment to caring not just for today’s babies, but also for the world they will inherit.
Celebrating these everyday precious moments, with “It’s Pure Love” Campaign
To bring alive its renewed promise‘, Johnson’s Baby launches a new campaign film, ‘It’s Pure Love’, featuring Anil Kapoor and Sonam Kapoor. The film celebrates the small everyday moments of ‘Pure Love’ shared between a mum and her baby. Conceptualized by FCB Group India and produced by Flirting Vision, the campaign highlights the role of a mother’s touch and Johnson’s Baby in protecting what is most precious to her. The campaign will be amplified across television, digital platforms, social media, influencer collaborations and on-ground experiences.
Commenting on the new campaign, Manoj Gadgil, Business Unit Head-Essential Health & Skin Health & VP Marketing, Kenvue said, “When a baby is born every mother makes a promise, a promise to protect her baby from Day 1. And this promise reflects in everything she does, in the biggest decisions she makes to the small daily rituals. For generations, our products have played a meaningful role in enhancing these everyday moments into moments of joy and care and strengthen their bond with baby. With our new brand campaign, “It’s Pure Love”, we capture these moments and further our commitment to support mothers with upgraded formulations and sustainable packaging. At Johnson’s Baby, we will continue to stands beside mums to protect what’s precious.”
Speaking on the campaign, brand ambassador, Anil Kapoor said, “Being part of the ‘It’s Pure Love’ campaign with Johnson’s Baby has been incredibly special for me, not just as an actor, but as a father. The bond between a parent and child is the purest form of love, and this campaign captures that emotion so beautifully. Johnson’s Baby has been a part of our family for generations, and I’m proud to associate with a brand that continues to evolve while staying true to its heart.”
Sharing her experience as a mum and a brand ambassador on the new campaign, Sonam Kapoor said “As a mother, every decision I make for my baby comes from a place of love and protection. Everyday rituals with a baby, be it massaging, bathing, post-bath care, are moments of bonding with the little one which is almost magical, joyful and pure love in its truest form. It’s amazing how Johnson’s Baby has captured this thought so beautifully. I loved shooting for the new Johnson’s Baby campaign, be it reel or in real life, a bond with a baby is precious and ‘Pure Love’.”
Kartikeya Tiwari, Digital Creative Partner at FCB Group India added, “Nothing’s more pure than the tender love between a mom and her baby. To add to that, there was this amazing opportunity to tell the story of parenthood coming a full circle. A father’s love for his daughter, now reborn through her baby.”
Benny Mallik, Director at Flirting Vision said “My cameras have travelled the world, but the Johnson’s Baby DNA of pure, gentle love is the creative compass I follow every time. It’s a privilege to be the custodian of that emotion, across continents, across generations.”
This launch marks a renewed chapter for Johnson’s Baby, one that continues to honour its legacy while supporting the evolving needs of today’s families.
About Johnson’s Baby:
At Johnson’s® baby, we’re committed to delivering the best for babies with products that are specially designed to help protect a baby’s skin from Day 1. For more than 130 years, we’ve pioneered research to further understand the unique needs of a baby’s eyes, skin, and hair. This science is behind every one of our gentle and Clinically Proven Mild products, making Johnson’s® baby one of the most trusted brands amongst mothers in India.
