Johnson’s®️ Baby has expanded its offerings in India’s baby care market with the launch of its new Milk & Rice Range, aiming to meet rising consumer demand for gentle, ingredient-led skincare products for newborns. The launch is backed by the ‘PoshanKaPehlaSparsh’ campaign, which draws inspiration from the traditional Indian Annaprashan, or MukheBhaat, ceremony, to connect cultural values with modern skincare.
The Johnson’s®️ Baby Milk & Rice Range is enriched with milk proteins, rice bran protein, Vitamin E, glycerin and a multivitamin complex to nourish and help protect a newborn’s delicate skin barrier. The portfolio includes Soap, Wash & Shampoo, Lotion and Face & Body Cream. According to the company, all products are clinically proven mild, pH balanced and hypoallergenic, while the Nourishing Milk & Rice Lotion and Face & Body Cream provide up to 24-hour moisturisation through lightweight, fast-absorbing formulations that help strengthen the skin’s natural moisture barrier.
The accompanying campaign film is set around a baby’s first food ceremony, depicting family members eager to feed the child before the mother reflects on how milk and rice have supported her baby’s nourishment journey since Day 1. PeeyushUnikkat, Group Product Manager – Johnson’s®️ Baby, said the range extends the trusted nourishment associated with milk and rice to skincare, reinforcing the brand’s focus on products parents can rely on.
The campaign will be rolled out across digital platforms and social media, supported by influencer partnerships to expand consumer awareness and engagement, as Johnson’s®️ Baby seeks to strengthen its presence in India’s evolving baby skincare market.
