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History of Johnson’s Baby products
Johnson’s Baby Powder and sanitary napkins (1893)
Johnson’s Baby Cream (1921)
The Gift Box (1921)
According to Margaret Gurowitz, Johnson & Johnson’s corporate historian, in 1921 the company released its first “Baby Gift Box” that contained small packages of Baby Powder, Baby Cream and Baby Soap and “was designed as a small gift that people could take when visiting a family with a new baby.
Johnson’s Baby oil (1938)
Johnson’s Baby Lotion (1942)
Johnson’s Baby Shampoo (1953)
“No More Tears” Johnson’s Baby shampoo advertising from the “Family Circle” magazine (1956)
No More Tangles (1971)
Book publishing (1976)
Johnson’s Baby Wipes (1980)
Sun Screen (1991)
Head-To-Toe Cleanser (1997)
Bedtime range (2000)
“So much more” campaign (2015)

Marketing baby products to adults
The company has been using “Best for the Baby – Best for You” tagline since the early days. Some examples of such advertising can be spotted as early as 1913, when only Johnson’s Baby Powder existed.

Sometime in the beginning of 70s Johnson & Johnson started marketing baby products to families, promoting so-called “family usage”.

The strategy has been a success. By the 80s Johnson’s Baby grew market share in the adult market due to the perception that “baby products are milder than others”.In 1985, for instance, 70 percent of Johnson’s Baby powder in the United States was used by adults.