Johnson’s Baby has announced a brand refresh that includes updated formulations, redesigned sustainable packaging, and a new campaign titled ‘It’s Pure Love’, featuring Anil Kapoor and Sonam Kapoor. The campaign celebrates daily moments of bonding between parents and their children, reflecting the evolving approach of modern parenting.
The brand, which has been part of families for over 130 years, has updated its range with formulations designed to better protect a baby’s skin in varying weather conditions. The products are developed to maintain the natural softness of a baby’s skin, hair and eyes, and continue to feature the familiar Johnson’s fragrance.
The new range includes gentle formulations that are 100% doctor tested and contain ingredients such as Aloe Vera, Vitamin B5, milk protein and turmeric. The moisturising range is said to provide up to 72 hours of moisturisation, while the Johnson’s baby soap now offers triple protection against germs, dryness and irritation.
As part of the refresh, Johnson’s Baby has also redesigned its packaging to highlight key ingredients and benefits on the front, helping parents make informed choices. A new brand mascot, ‘The Iconic Drop’, has been introduced to represent love, care and protection, and will appear across brand communications.
In line with its environmental commitments, the company has begun using bottles made with 50% Post-Consumer Recycled (PCR) plastic to support responsible recycling.
The ‘It’s Pure Love’ campaign film, conceptualised by FCB Group India and produced by Flirting Vision, focuses on the everyday connection between mother and baby, and the role of Johnson’s Baby products in those moments. The campaign will be promoted across television, digital platforms, social media, influencer partnerships and live events.
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 for Johnson’s Baby, 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’.”
This marks a new phase for Johnson’s Baby as it continues to build on its long-standing presence in baby care while addressing the changing needs of today’s families.
