Johnson’s® Baby has launched its new Milk & Rice skincare range for babies, accompanied by the ‘PoshanKaPehlaSparsh’ campaign inspired by the traditional Indian Annaprashan, or Mukhe Bhaat, ceremony. The campaign reimagines the cultural milestone by introducing the concept of a ‘Food for Skin Ritual’, highlighting nourishment for a baby’s delicate skin from the very first days of life.
The new Johnson’s®️ Baby Milk & Rice Range is formulated with milk proteins, rice bran protein, Vitamin E, glycerin and a multivitamin complex to nourish and help protect a newborn’s delicate skin barrier while providing long-lasting moisturisation. The range comprises a Soap, Wash & Shampoo, Lotion, and Face & Body Cream. According to the company, all products are clinically proven mild, pH balanced and hypoallergenic, while the Lotion and Face & Body Cream offer up to 24-hour moisturisation through lightweight, fast-absorbing formulations. Speaking on the launch, PeeyushUnikkat, Group Product Manager – Johnson’s®️ Baby, said the campaign draws inspiration from the long-standing tradition of introducing milk and rice as a baby’s first foods, extending the idea of nourishment to skincare from Day 1.
The campaign film portrays a baby’s first food ceremony, capturing family celebrations before introducing the new skincare range. Johnson’s®️ Baby said the campaign will be promoted across digital platforms and social media, supported by collaborations with influencers to engage parents nationwide.