Johnson & Johnson is going bare. The legacy label is stripping its signature baby shampoo of its golden shade—the first major packaging change since 1973—as part of a brand spanking new campaign to revive the company’s wobbly baby branch.
Once a behemoth in the baby care industry, Johnson & Johnson has struggled with sales amidst a slew of product scandals and a wave of clean care sweeping consumers across the country. Consumers are also moving to e-commerce, yet the brand recently learned that it wasn’t even tracking online sales. Aptly named Project Apollo, the campaign could be one small step for the bottle, but one giant leap for the brand.
After years of relying on traditional retailers like Walmart and Target, Johnson & Johnson is finally dipping its toes into digital, including working with parents with big social media presences to promote and recommend its products on Instagram, blog posts, and other internet platforms. Because many consumers grew up with Johnson & Johnson, restoring a sense of trust between buyer and brand is pivotal to the company’s future success—and online might just be the best place to do it. Johnson’s Baby is one of the only brands in Gartner L2’s Digital IQ Index: Personal Care to excel in both discovery and product keywords, meaning its reformulated baby shampoo will have ample opportunity for exposure.
But can a tiger ever really change its stripes? If the company is serious about climbing onto the wellness train, it would do well to consider reformulating all its products to reflect clean and natural care.