Moms agree: JOHNSON'S® CottonTouch™ wash and lotion or oil improve the bath time experience

Results of a home-use test of JOHNSON'S® CottonTouch™ wash and lotion or oil

Bath time routines represent an important ritual for babies and parents. They present an opportunity to interact through touch and babies' multiple senses. When touch and massage are incorporated into the routine, bath time can positively impact growth and development in babies. However, to get the full benefits of bath time, the bath and massage routine should be a positive experience for babies and their parents.1-7

Previous research has shown that simple behavioral interventions, like talking and touch, can help make the bath a more positive experience for both mother and baby. The choice of products used during the bath and massage also impacts the experience. For example, a wash that leaves more unwanted residue behind can make a baby's skin more slippery, leading to a need for repositioning. A lotion that absorbs quickly for easier dressing, with no greasy or sticky feel, provides a better experience.7-9


Mothers in 3 countries were given JOHNSON'S® CottonTouch™ wash and lotion or oil to use at home on their babies. Mothers rated their experience with the JOHNSON'S® CottonTouch™ products and compared them to their current products.9

  • 300+ participants10
  • Participants were from the US, China, and the Philippines9
  • Mothers in the US and China tested the wash and lotion9
  • Mothers in the Philippines tested the wash and oil9
  • The mothers' current products included9:
    • JOHNSON'S® Baby wash and shampoo
    • Angel Baby® (Earth Mama) Baby Wash & Shampoo
    • Baby Magic® Gentle Baby Lotion
    • JOHNSON'S® HEAD-TO-TOE® wash
    • Burt’s Bees Baby™ Shampoo & Wash and Nourishing Lotion
    • Pigeon Baby Wash 2in1 and Lotion
    • Lactacyd® Baby Bath
    • Baby Care Plus+ Baby Bath
    • Avent® Baby Body & Hair Wash and Moisturizing Lotion
    • Babyganics® Conditioning Shampoo & Body Wash
    • California Baby® Calendula™ Shampoo & Bodywash
    • Aveeno® Baby Wash & Shampoo


The JOHNSON'S® CottonTouch™ wash and lotion or oil received the highest consumer satisfaction ratings in JOHNSON'S® history. 98%+ of mothers reported an overall liking of the new wash and lotion or oil bath routine. 9

This in-home use test showed that the JOHNSON'S® CottonTouch™ wash and lotion or oil was effective across 4 key areas9:

  • Connection
    • 90%+ said the products enhanced the sensory experience of touch between them and their babies and encouraged more touch
    • 93%+ reported that their baby enjoyed bath time
    • 89%+ of mothers enjoyed bath time
  • Confidence
    • 90%+ reported the JOHNSON'S® CottonTouch™ wash made bath time a little better
    • 87%+ reported the products left their baby's skin feeling soft
    • 95%+ reported the products left their baby's skin feeling smooth
    • 94%+ thought the JOHNSON'S® CottonTouch™ wash and lotion or oil were gentle
  • Convenience
    • 83%+ said the wash helped make bath time a little easier
    • 92%+ reported the lotion or oil was easy to spread, absorbed quickly, and didn't leave skin sticky, oily, or greasy
  • Control
    • 89%+ said the JOHNSON'S® CottonTouch™ wash made their baby less slippery than other products
    • 93%+ said the wash rinsed quickly and easily, leaving no unwanted residue
    • 94%+ said the wash or lotion had a good consistency and a lightweight formula


Bath-time routines can have a beneficial effect on a baby's growth and development, if the experience is positive for them and their parent. 5-7

With JOHNSON'S® CottonTouch™ wash and lotion or oil, mothers around the in 3 countries reported an improved bath time experience compared to their current products. Product features that made bath time easier, such as quick rinsing, and more enjoyable, such as leaving baby with smooth skin, helped make bath time a better overall experience. This study supports previous research showing the importance of the products used during bath time. 9


1. Farroni T, Csibra G, Simion F, Johnson MH. Eye contact detection in humans from birth. Proc Natl Acad Sci. 2002;99(14):9602-9605.

2. Field T, Field T, Cullen C, et al. Lavender bath oil reduces stress and crying and enhances sleep in very young infants. Early Hum Dev. 2008;84(6):399-401.

3. Dehaene-Lambertz G, Montavont A, Jobert A, et al. Language or music, mother or Mozart? Structural and environmental influences on infants' language networks. Brain Lang. 2010;114(2):53-65.

4. Sullivan RM, Taborsky-Barba S, Mendoza R, et al. Olfactory classical conditioning in neonates. Pediatrics. 1991;87(4):511-518.

5. Diego MA, Field T, Hernandez-Reif M, Deeds O, Ascencio A, Begert G. Preterm infant massage elicits consistent increases in vagal activity and gastric motility that are associated with greater weight gain. Acta Paediatr. 2007;96(11):1588-1591.

6. Field T. Touch and Massage in Early Child Development. United States: Johnson & Johnson Pediatric Institute, L.L.C.; 2004.

7. Data on File 1, Johnson & Johnson Consumer Inc. (Rotella Bath Intervention)

8. Data on File 2, Johnson & Johnson Consumer Inc. (Bath 2.0)

9. Data on File 3, Johnson & Johnson Consumer Inc. (CottonTouch Global HUT APR)

10. Data on File 4, Johnson & Johnson Consumer, Inc. (Global Claims Email 2.7.18)

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