In addition to combating lower sales, the relaunch responds to research that found that consumers are looking for fewer simpler ingredients and more naturally derived ingredients in their products. Although products like parabens and phthalates have not been found to affect human health when in skin contact, the compay found it necessary to remove them because some findings are not clear.
In addition to its toiletries range, J&J is reportedly reexamining other baby care products to potentially include cotton and other simplified materials.
Last month, Procter & Gamble announced a simplied version of its Pampers baby diapers and baby wipes. Launched under the Pure sub-brand, these, products are reportedly the first-ever diaper and wipes collection made with premium cotton and other thoughtfully selected materials. The number of ingredients in the wipes is seven, compared to 12 in other P&G baby wipes.