So Much More

From the moment of birth and beyond, a baby needs loving care. At the JOHNSON'S® Brand, we know that providing that care is both an art and a science. For over 100 years, we have been dedicated to providing mothers with safe and clinically proven mild baby care products. But we don't stop there. Our products are designed to enhance your baby’s routines, helping you create positive emotional experiences and ultimately enhance the loving bond between you and your baby.

With JOHNSON’S® Bathtime can be So Much More

While some believe bathtime is just to clean your baby, at JOHNSON’S®, we believe it’s a time for more.

It’s a time for bonding, learning, and sensory stimulation, which means engaging your baby’s senses through sight, touch, sound, and smell. Bathtime, both cleansing and massage, can offer a multi-sensory playground where parents and babies have the opportunity to not only bond but also discover, together.

  • Playing with bubbles can help your baby develop hand-eye coordination and discover that objects exist even when they can’t be seen.

  • Playing music and singing songs during bath time can stimulate parts of the brain responsible for memory, while playing certain types of music can stimulate parts of the brain responsible for visual imagery.

  • Talking back and forth to your baby during bathtime can help with language development. Studies show infants who are spoken with more have larger vocabularies by 24 months of age. Bathtime is a perfect time to talk back and forth with your baby!

  • Even splashing in the water during bathtime can be a discovery experience! It can help teach your baby about cause-and-effect.

  • Studies have shown that babies bathed with a fragranced bath product (compared to those who were not) displayed +30% more engagement cues with their parent after bath.

  • Routine massage has been shown to improve a baby’s sleep quality, and quantity as part of a bedtime routine. Massage is a perfect time for you to introduce words like head, shoulder, knees, toes, fingers, and nose!

Everyday Care RitualsAre Perfect Opportunities For Learning and Discovery

Babies are learning everything about the world around them. Establish daily rituals across a variety of activities to stimulate your baby’s senses and provide opportunities for them to learn, think, love and grow.

  • Bathtime
  • Diapering
  • Bedtime
  • Freshening
  • Playtime
  • Baby Massage


From our choice of essential ingredients to our safe, gentle and mild formulas, we’ve been applying the highest JOHNSON®’s Brand standards in baby care to our products for over 100 years. Guided by our BEST FOR BABY Standard, we’ve also listened to feedback and carefully studied how moms interact and bond with their babies. These insights help us design new products that assist you with everyday baby care needs – from skin and hair care to routines that help your baby sleep better.

JOHNSON’S®: Sensorial Experiences Enhance Those Moments That Nurture Healthy Baby Development

At JOHNSON’S®, we believe that every baby deserves more. More opportunities for skin-to-skin touch. More bonding time. More sensory stimulation. More healthy development.

Emerging research reveals that routine touch and massage by a parent or loving caregiver is critical to a baby’s growth and development, communication, and learning. JOHNSON’S® is at the forefront, sharing the importance of enhanced daily care rituals that help your loving touch gently stimulate your baby’s senses and nurture their developing mind. We are paving the way by advancing research that reveals the importance of multi-sensorial experiences that can lead to happy, healthy baby development.

  • Touch:

    Studies have shown that routine touch and massage can lead to improved physiological, cognitive, emotional and social development. Specifically, routine baby massage has been shown to improve cognitive performance and increase alertness and attentiveness. Your baby’s first emotional bonds are built from physical contact, and these serve as the foundation for emotional and intellectual development later in life.

    We believe this to be truly special.

  • Scent:

    Your baby is able to smell before he’s even born – about 28 weeks into pregnancy! Enjoyable and familiar scents have been proven to improve mood, calmness and alertness, and the scent of a mother can help reduce crying. Additionally, scent is important from day 1 because newborns use the sense of smell to familiarize themselves more than any other sense.


    Touch is your baby's very first language. To enhance that special communication with your baby, it's important to maintain healthy and hydrated skin. For just that reason, the JOHNSON’S® Brand pioneered research into the unique nature of infant skin—research that provides the foundation for product development. This research showed us that baby skin is much thinner than adults' and is therefore more vulnerable to irritants.1,2 Our CLINICALLY PROVEN MILDNESS trademark lets moms and healthcare professionals know they can trust a JOHNSON’S® product for a baby’s delicate skin.

  • No More Tears® Formula

    The NO MORE TEARS® trademark is more than just a symbol on a bottle. We know just how different a baby's developing eyes are, and we also know that they need to be protected from potential irritation—like accidental splashes in the bath or during shampooing. Each JOHNSON’S® product that carries the NO MORE TEARS® trademark has passed rigorous and comprehensive evaluation to ensure its safety and mildness in the case of accidental splashes.