The JOHNSON’S® brand, an Alliance Partner with the RCM for 16 years, is proud to work with the RCM, supporting midwives in their work to care for mothers and newborn babies.

The JOHNSON’S® brand understands that today’s parents have different wants and needs from the products they use on their babies, both inside and out. With decades of pioneering research in baby care and rigorous testing, JOHNSON’S® has worked with thousands of real parents to improve everything about their products so they can trust and feel confident using them.

Introducing JOHNSON’S®

JOHNSON’S® brand has completely improved, inside and out, to deliver everything parents want and nothing that they don’t. With a mission to create the gentlest baby products in the world, backed by science and testing, JOHNSON’S® has transformed to meet the needs of today’s modern parents with products and packaging to provide only the best for baby. The relaunch won’t only reformulate existing products but will also see the introduction of revolutionary technology and scientific expertise in baby skincare.


Especially designed for newborns

  • 100% gentle and clinically proven safe from day 1
  • Clinically shown not to disrupt the developing skin microbiome in newborns*
  • No parabens, phthalates or sulphates
  • No dyes, no soap, no fragrance allergens
  • Made with real cotton
  • The CottontouchTM  fragrance was tested worldwide and has been scientifically proven to elevate the emotional bond between parent and baby, for a less stressful bath time, assisting with infant development and emotional growth

The JOHNSON’S® range is available in major retailers across UK and Ireland including ASDA, Boots, and Tesco.

JOHNSON’S® Science of the Senses™ campaign

There is a strong body of existing and emerging research suggesting that Multisensory Stimulation – the concurrent stimulation of tactile, olfactory, auditory and/or visual stimuli – benefits the social, emotional, cognitive, and physical development of babies especially during their first 3 years of life.

Multisensory experience is central to the World Health Organization recommendations for early care and healthy baby development.That’s why ordinary moments, such as bath time and massage, can become extraordinary opportunities to strengthen the parent-child bond and stimulate baby’s growth and development in amazing ways. Like you, we understand the importance of these moments.

As healthcare professionals you can put evidence-based knowledge into practice and encourage parents to stimulate multiple senses during everyday rituals, such as bath time.

Science of the Senses™ resources

Maximising Sensory Stimulation

This supplement outlines the clinical research on the emotional, cognitive and physical benefits of sensory stimulation, with practical advice on encouraging parents to incorporate sensory stimulation into everyday routines.

Maximising Sensory Stimulation


Making the Most of Bath Time (resource for parents)

This downloadable publication highlights the benefits of sensory stimulation, and outlines to parents the importance of sensory stimulation and how this can be easily incorporated into the bath time routine.


[1] UNICEF/World Health Organization. Integrating Early Childhood Development (ECD) Activities Into Nutrition Programmes in Emergencies. Why, What and How. 2014;1–16.

†fragrance allergens below labelling threshold defined in SCCS guidelines

*Using a routine with JOHNSON’S® Cottontouch™ wash and lotion