Johnson’s®️ Baby has expanded its footprint in the baby personal care segment with the launch of its new Milk & Rice Range, a move that reflects the industry’s increasing focus on ingredient-based formulations, premium skincare and culturally relevant consumer engagement. The launch is accompanied by the ‘PoshanKaPehlaSparsh’ campaign, inspired by the traditional Indian Annaprashan, or MukheBhaat, ceremony, introducing the concept of a ‘Food for Skin Ritual’.
The new Johnson’s®️ Baby Milk & Rice Range includes Soap, Wash & Shampoo, Lotion and Face & Body Cream formulated with milk proteins, rice bran protein, Vitamin E, glycerin and a multivitamin complex. According to the company, the products are clinically proven mild, pH balanced and hypoallergenic. The Nourishing Milk & Rice Lotion and Face & Body Cream provide up to 24-hour moisturisation through lightweight, fast-absorbing formulations that help nourish and protect a newborn’s delicate skin barrier while strengthening its natural moisture barrier.
Commenting on the launch, Peeyush Unikkat, Group Product Manager – Johnson’s®️ Baby, said the range extends the trusted nourishment associated with milk and rice beyond a baby’s first foods to skincare from Day 1, reflecting the brand’s commitment to developing products parents can trust.
The launch underscores the growing emphasis on science-backed formulations, premium product positioning and digital-first consumer outreach in India’s baby care market. Johnson’s®️ Baby said its campaign will be rolled out across digital platforms and social media, supported by influencer partnerships designed to engage parents nationwide and strengthen awareness of the new Milk & Rice Range.
