Parents and caregivers understand that safe and gentle products offer the best care for delicate newborn skin. With a market full of product options for babies accompanied by aggressive marketing, parents and caregivers look for assurance that they are making the right product choices in caring for their little ones.

Understanding this, Johnson & Johnson (Philippines), Inc. (J&J) partnered with the Mother and Child Nurses Association of the Philippines (MCNAP) and the Integrated Midwives Association of the Philippines (IMAP) to educate frontliners on caring for baby’s delicate skin as part of its Baby First Bath Program.

Through a series of talks developed for MCNAP and IMAP members, J&J educated participants on the science behind Johnson’s Baby CottonTouch products and how they are specially formulated for baby’s First Bath in hospitals and lying-in clinics, and for continued use at home.

Johnson’s Baby CottonTouch is proven to be 100% gentle on newborn skin even as it protects against irritation, dryness, redness, germs, and pollution. Its smooth and velvety lather also encourages more playful touch, interaction, and eye contact so that less time is spent on functional tasks like washing, making the bath time experience better for babies and parents or caregivers alike.

“In home-use tests, Johnson’s CottonTouch wash and lotion were reported to make bath time more interactive and beneficial for both the babies and their parents or caregivers,” said J&J’s head of HCP Marketing & Media, Elaine Pallasigui. “Imparting this knowledge to MCNAP and IMAP is important as frontliners in child care are key to the success of our Baby First Bath Program. Working with MCNAP allows us to reach moms with newborn babies in the hospitals while IMAP connects us to the moms and babies in lying-in facilities.”

“We are grateful to have partnered with J&J for this program as it is aligned with our goal to help more mothers take better care of their babies and ensure that all newborns will have immediate access to safe and effective products,” said the national president of MCNAP, Aileen Ongleo.

Following the implementation of the Baby First Bath Program, Johnson’s Baby CottonTouch is now used by nurses and midwives as baby’s First Bath in over 390 hospitals and lying-in clinics across the country. Johnson’s Baby CottonTouch products are given to the newborns’ parents upon discharge so that they can use it at home as well.

In 2021, J&J’s Baby First Bath Program reached over 308,000 births or 29% of the estimated 1.05 million births in the Philippines in that year. The program intends to reach 240,000 births in 2022.

Johnson & Johnson has long been giving babies, parents, and healthcare professionals safe and innovative products for newborns that live up to its pure, mild, and gentle promise. For over a hundred years, the company has been dedicated to understanding babies and the special nurturing they need.


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