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The JOHNSON’S® brand, an Alliance Partner with the RCM for 14 years, is proud to work with the RCM, supporting midwives in their work to care for mothers and newborn babies.

JOHNSON’S®, the #1 baby skin care brand in the UK1 has been pioneering the science in baby skin care for more than 125 years. Over recent years Johnson & Johnson has helped advance 90% of all publications and peer-reviewed scientific literature on baby’s skin globally. This research is responsible for breakthrough discoveries that help us to create specialised products designed to be gentle on babies’ skin and eyes. All of our products are:

  • MILD because we are committed to the careful selection and sourcing of ingredients proven to be appropriate for baby skin
  • GENTLE because our formulas are rigorously developed and tested to avoid irritation of baby skin
  • EFFECTIVE because our products are designed to respect the skin barrier, respect the delicate scalp and to help support healthy skin development



Specifically created for daily use on baby’s delicate skin, JOHNSON’S® TOP-TO-TOE® range is:

  • Specially developed for newborn skin
  • Perfectly pH balanced
  • Free of phthalates, parabens, soap, and dye

The JOHNSON’S® TOP-TO-TOE® Baby Bath is also independently proven to be as safe on baby’s skin as water alone, from day one.2

The use of the ‘Supported by RCM’ logo on specific JOHNSON’S® packs reflects the fact that the research and science behind the development and usage of such JOHNSON’S® products is evidence based, current and accurate. The RCM does not endorse any specific products or brands.


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.3 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 - Supplement outlining 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.

Click here to download a printable copy



Making the Most of Bath Time (resource for parents) – Information pad highlighting the benefits of sensory stimulation, including tear-off sheets to give to parents explaining the importance of sensory stimulation and how this can be easily incorporated into the bath time routine.

Click here to download a printable copy



Clinical trial evidence on newborn skin cleansing methods

Two independent clinical trials of newborn skin cleansing methods, led by midwives with over 500 mothers and their newborn babies, has shown JOHNSON’S® Extra Sensitive Baby Wipes and JOHNSON’S® Top-To-Toe® Baby Bath are both as safe as water alone – right from day one2,4

Key findings from the wash trial showed JOHNSON’S® Top-To-Toe® Baby Bath has an equivalent (i.e. non-inferior) effect, compared to bathing with water alone. Furthermore, there was no difference in TEWL (transepidermal water loss) between babies bathed with water alone and those bathed with this specific baby wash product, offering reassurance the wash product was not negatively influencing skin barrier integrity. Skin hydration was improved in babies who used the baby wash product compared to those who used water alone.

Over recent years, healthcare professionals have debated the relative merits and potential harms of various neonatal bathing practices. There is now independent, robust, gold-standard evidence-based information for Healthcare professionals on healthy newborn cleansing practices. There is also strong evidence to show that water alone is not an effective cleanser, as it does not remove all of the impurities on the surface of the skin and can irritate and cause drying of the skin, therefore a suitable mild cleansing product is needed to remove fat-soluble impurities.5,6,7



For more information on the randomised clinical trials, please click here


If you have any questions about JOHNSON’S® or our Alliance Partnership with the RCM, please email us at jbhcpcontacts@its.jnj.com


[1]Based on MAT % Market share data in the Baby Category - August 2016 – August 2017
[2] Lavender T, Bedwell C, Roberts SA, et al. Randomized, controlled trial evaluating a baby wash product on skin barrier function in healthy, term neonates. J Obstet Gynecol Neonatal Nurs 2013;42(2):203–14

[3] UNICEF/World Health Organization. Integrating Early Childhood Development (ECD) Activities Into Nutrition Programmes in Emergencies. Why, What and How. 2014;1–16.
[4] Lavender T, Furber C, Campbell M, et al. Effect on skin hydration of using baby wipes to clean the napkin area of newborn babies: assessor-blinded randomised controlled equivalence trial. BMC Pediatrics 2012;12;59
[5] Gelmetti C. Skin cleansing in children. JEADV, 2001; 15(Suppl 1): 12-15.
[6] Walters RM, et al. Designing Cleansers for the Unique Needs of Baby Skin. Cosmetics & Toiletries magazine 2008; 123(12): 53-60
[7] Tsai TF, Maibach H. How irritant is water? An overview. Contact Dermatitis 1999;41:311-314