JOHNSON'S® Launches New Pure Protect Kids Product Range Across the Middle East

• An all-new JOHNSON’S ® product range for kids revealed alongside ‘Say NO! to germs and YES! To exploring’ campaign 
• JOHNSON’S® raises awareness about the importance of exploration in healthy toddler development
• All-new JOHNSON’S® Pure Protect Kids is developed to effectively wash and wipe away up to 99.9% of dirt and germs

Dubai, 14 September, 2015: A recent survey conducted by BabyCenter on behalf of JOHNSON’S® Baby revealed that four in five mothers have banned certain toys and activities for their children out of fear of exposing them to harmful dirt and germs. 
According to the same study, seven in ten mothers in the Middle East expressed their strong worry about the potential effects of the current anti-bacterial products on their toddler’s skin  while another seven in ten mothers reported a fear of going outdoors with their children because of the exposure to dirt and germs . 

JOHNSON’S® understands that as kids start exploring the world around them, moms want to keep them clean and protected from dirt and germs. Recognizing that toddler skin is 10% thinner than adult skin, JOHNSON’s® also grasps the importance of using products specially developed for toddler and baby skincare.

With 125 years of history in pioneering the science and global standards in baby skin care, JOHNSON’S® experts decided to develop a mild germ protection product range just for toddler’s skin that would address these concerns to help ease parents’ fears and promote the need for exploring in toddlers’ early life stages. 

Mothers are now able to gently protect their little explorer's delicate skin from dirt and germs with new JOHNSON’S® Pure Protect Kids, so they can be free to play, learn and develop their senses. Developed to effectively wash and wipe away up to 99.9% of dirt and germs, Pure Protect Kids contains Honey and Nigella seed extract, deemed to be mothers’ favourite natural antibacterial ingredients . Specially designed with toddler’s skin in mind for everyday use, the product range minimizes the risk of allergies (hypoallergenic) while maintaining the natural skin barrier. In addition, the range is pediatrician tested.

Supporting this new product range launch, the ‘Say NO! to germs and YES! to exploring’ campaign is being rolled out across the region to shed light on the key role exploring plays in healthy toddler growth and development. Nurturing curiosity, exploring aids in crucial toddler brain development by creating situations in which toddlers use all five senses to discover the world around them. In fact, touch has been found to help support a baby’s growth and development , including improved cognitive performance and increased alertness and attentiveness . 

Natasha Vaughan-Jeremy the MENA Brand Manager for JOHNSON’S ® Baby at JOHNSON’S®, commented: “As a brand, JOHNSON’S® is committed to advancing the science on baby skin care which is why we have launched our new Pure Protect Kids product range for toddlers. Exploring is an essential part of healthy and happy toddler development and we hope that the launch of Pure Protect Kids will encourage toddlers to go out into the world and become little explorers while protecting their delicate skin against dirt and germs.”

She continued: “Our research is being used to set standards in baby care around the world and we will continue to invest in this area to contribute to healthy baby development and growth. We are confident this new product range will be well received by parents across the region and are excited to see them share their toddler exploring experiences with us.”

JOHNSON’S® unique NO MORE TEARS® formula is uniquely enriched with honey and nigella seed extract, known for their skincare and germ protection benefits. JOHNSON’S® Pure Protect kids and the new range of products includes the Pure Protect Kids bath and wash, Pure Protect Kids hand wash, Pure Protect Kids soap and Pure Protect Kids wipes. 

Available across the Middle East.