Product details

Johnson & Johnson (J&J) was started by three brothers namely Robert, James and Edward Johnson at New Brunswick, New Jersey, US in 1886. J&J was operating under three major business segments namely Pharmaceuticals, Medical Devices and Diagnostics and Consumer Products. J&J's baby powder was launched in 1894. The product was first developed by Dr Frederick B Kilmer in the 1890s and was recommended to soothe the skin irritation caused by medicated plasters but later on it became popular among mothers post-delivery. Over the years, the demand for J&J's products grew and it became popular among consumers for infant care. Although J&J had popular brands in its portfolio, it had to recall some of its products from the market due to some manufacturing defects and faced lawsuits. The company managed to overcome these problems and regain its image. In 2018, the company focused on the revival of its baby care unit whose sales were plummeting due to the changing preferences of the millennial customers. To revive sales, J&J redesigned and re-launched its baby washes, lotions and creams to appease the millennial moms. The company removed dyes and sulfates from the baby care products and replaced ingredients like mineral oil with coconut oil. In this backdrop, it remained to be seen whether J&J's product relaunches would help the company to increase sales in the wake of stiff competition in the coming years.