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Johnson’s Social-Media Campaign Underscores “Safety Promise” Post-Reformulation

This article was originally published in The Rose Sheet

Executive Summary

Currently comprising 16 informative YouTube videos, and with 25 more coming before year-end, Johnson’s Baby’s biggest social-media campaign to date has generated 2.3 million views online and sparked a dialogue among millennial moms about Johnson’s products and baby-care issues, the company says. The initiative follows a reformulation initiative announced by J&J in 2011 that removed formaldehyde-releasing preservatives and other controversial ingredients from the line in accordance with consumer demand.

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