Anyone who has children or been around babies know about the popular product Johnson and Johnson’s this product is one of the top selling product that parents use to keep their baby skin moisturized all day even when adults use this product. In this commercial there is a baby getting a bath with baby johnson’s body wash,shampoo and baby lotion. They are trying to convince women with babies to buy all their products together because when all three of these are used together it keeps the baby skin smooth and soft. The commercial presents itself as knowing what baby need for their skin. When bathing a baby gently it makes the baby happy and it calm them down. The commercial uses pathos with a smiling baby and ethos because it is from a woman who sounds like she knows a lot about babies talking about the product and selling it.

           This commercial only appeals to women who care about their babies skin it’s rare when you see men taking care of babies which is how society view women and men. Most of the Johnson’s baby commercial there are always the woman holding a baby. At the beginning of the video it starts off showing the three products baby wash, the shampoo, and the baby lotion then, it cuts to a smiling baby in the tub getting a bath from someone than, the scene cuts to someone tossing the baby wash and then back to the baby smiling on holding his foot then back to someone giving the shampoo to another person after, the scene goes to showing a woman smiling picking up the baby with a towel and outing him down next the scene goes into showing someone giving another person baby lotion and back to the baby being rubbed with the lotion then cuts to the women picking up the baby then quickly shows a older last picking up another baby and the screen turns to full showing the younger lady bouncing a baby and the older lady bouncing a baby while each have towel around the babies while the ladies are smiling at one another. The final scene before the commercial ends they shows all three of the product again for the last time. The commercial appeals to  pathos because there are babies smiling and laughing throughout the entire commercial which would warms anyone heart. In the commercial there is only women presenting the product using it and selling it the voice that you hear is a woman’s voice who is speaking in a soft and calm tone it shows you that this commercial is leaning towards women with children preferably with babies who are first time mothers and looking to use products that will protect their babies skin and keeps it moisturized.

         Throughout the video there is a woman who is talking about the product explaining what the product does and how it works she says  “At Johnson, the products in our bath time routine work together like a team. The washes with the shampoos, the shampoos with the lotions. A combination design to help improve your baby skin barrier while you stimulate his senses. With johnson’s the more you put in the more they get out. Johnson’s so much more.” This indicate that when you continue to use all of their products together your baby continue to have better skin. Johnson’s company is a company that has been around since the 1930’s and is the most popular brand that new parents tend to turn to for their new norms but some researchers have recently found that johnson’s family company aren’t truthful about what they products does.

          Researchers show that Johnson’s products such as the shampoo contains  chemicals that can cause breast cancer and uses film called synthetic polymer to only make the skin look soft and smooth. This film can was My wash off when adults are using the product however because babies skin are thinner from adults their more likely to absorbs more of the product then an adult even after washing the product off. 1,4 dioxane and ethylene oxide are two most known chemicals that increase the rate in which the body absorbs carcinogens [which is substance and exposures that can lead to cancer] (Thomas).

       The 1,4 dioxane chemical was something that was found in many products by the FDA from manufacturers since the 1970’s in these products such as  Helene Curtis Suave Kids 2-in-1 and Gerber’s Grins & Giggles Milk and Honey Baby Wash along with the Johnson & Johnson’s a baby shampoo which caused New Jersey class action to file a lawsuit against the campaign of Safe Cosmetics who test for children products to make sure they are able to be used for the consumers and the class actions who were seeking to have plaintiffs (Sissell). Some manufactured have warned on their labels that some of their products contain 1,4 dioxane but since then they have lowered the amount that they used in their products. The legislation had to step in to make sure the FDA was overseen that the products remains clean for children under the ages of seven because of the fact that they new about this for a very long time and didn’t say anything about it (sissell).

          After lowering the chemicals of 1,4 dioxane consumers wrote to the Johnson’s company thanking them. The company also took away most of the chemicals such as formaldehyde, phthalates, and only in the baby products parabens and many more.  The could only get 70 prevent of new products to reduce the  1,4 dioxane out of the baby products and are still trying to figure out how to remove the 1,4 dioxane all together but will not say how it is being done. The Johnson company has inspired other big companies to change some of their ingredients to using only natural products like grapefruit seed and reducing some of the ingredients. Co-founder Janet Nudelman of the campaign of safe cosmetics that made the company provide a lot of laboratory testing to see what is being put inside the product,  said that “Many of the big multinationals have equated safety with preventing acute reactions such as eye irritation and rash. They weren’t thinking about the long term consequences reproductive and developmental harm or Even cancer.” Even though this has happened there are still others who feel that Johnson Baby products are still not good for their babies in fact most of them are switching to products that are more natural for their baby skin. In other researches show that when selling their product they feel that Johnson’s baby shampoo will not be a hit.

       In this article talking about their new product for baby wash K.C’s Huggies Plan Baby Wipes, Wash line Huggies  released  disposal wash clothes that are in dry form along with a version that contains little soap inside and bath soap that is shampoo. A year after Johnson & Johnson launched their baby shampoo.  Al Ries the chairman of Ries & Ries Died in Atlanta  said even though Johnson & Johnson is a well big estabablished brand they had very little marketing support and that they can be vulunarble especial to a big diaper brand like huggies who has a marketing support from T.V, advertisements, sampling coupons in newspapers and online advertisements as well as printed advertisement (Neff).

          In 2012 Johnson’s baby products had sold $2,25 millions  since then the rates have gone done in 2016 Johnson’s only sold $2,001 million in their products.  Know that some of the products have certain chemicals  in them could have made the sales go down or because they only take it out of the baby products some adults could want their children using the products that they use. This commercial speaks to women because woman seem to know more about care for their baby skin because they are mainly the person who is taking care of the infant or babies during the day weather it is the mother, babysitter, grandmother, or daycare provider. Women are more nurturing than women because  of the gentle touch that a woman gives when rubbing a baby belly as shown in this commercial.

     Women who view this commercial and think that this could be a great product for their baby have to make sure they go view the products that shown in this commercial to see what is in the product and how it is made and if they use the same type of ingredients that they used by then. The commercial is a worm and loving commercial because of the smiles from the baby and the mother and the grandmother gives it a since of relief and that you can trust this commercial. This is not just any commercial this is advertising a known brand that is worldwide that has been around since the 70s so has very positive views if they are continuing to make products for adults and children. Mothers like for their baby skin to be nice and health take see  a dermatologist to know what is the baby allergic to and what products will work best for the baby’s skin and what brand is recommended for their children.

Annotated bibliography


Kay, Jane “Johnson & Johnson Removes Some Chemicals From Baby Shampoo, Other Products.” Scientific American, May. 2017,

This article is discusses  how after receiving 30,0000 consumer signatures thanking them on  how removed  ingredients that were harmful to their babies. The article goes through a brief look on what they had to do in order for them to remove those chemicals and see what they were. The talked about how the removed most of the chemicals out of the baby products but not the adults products. The article talks about what type of help the got from the scientist of the product and continuing receiving help from the campaign of safe cosmetics. I am going to use this article as a counter argument that the product that they are presenting in this commercial are doing what they can to keep the babies safe and to keep the environment safe. This is article is found as originally from the ‘Environmental Health News’ which is published by  ‘Environmental Health Science’. This is also a credible source because it is posted by someone who was listed as one of the country’s most earliest newspaper environmental best reporters she also specializes in enterprise and investigative science and environment stories. In 2007 she won the Science of Environmental Journalist prize for being the best beat reporter.


Sissell, Kara “Lawsuit Targets Products Containing Formaldehyde and 1,4 Dioxane.” chemical Week,  Vol. 171  June. 2009, p. 7. Academic Search Complete,

This article discusses the topic on the 1,4 dioxane and formaldehyde on how the manufacture first know about these chemicals as early as the 1970’s and how their just now being exposed. This also explains how the legislators had to step in in order to protect the fact that the FDA knew about the chemicals for many years. It also explains how these are chemicals that are in many baby products and not just Johnson’s baby product. I am going to use some information from this article explaining how the products have been known to the FDA and how it should have been written on labels or they should have stop making the baby products. This is a credible reliable source because as the other continue to write the essay she uses other sources to back up her points such as using Campiagn safety cosmetics which is where you can see what type of ingredients is used in certain products.


Thomas, Pat “ Best For Baby.” Ecologist, Vol. Jan. 2005,  pp. 30-31. Academic Search Complete, ex%2540sessionmgr4007%2526vid%253d1%2526resultId%253d_resultId_.

In this article it discusses on how mothers who tend to have babies think that using certain toiletries to take care of their baby skin is a good thing. In fact it explain in the article how Johnson & Johnson’s Baby product is 31 percent closest to the best selling products for babies yet this is a product that can do most harm to babies. It gives specific ingredients on what causes breast cancer and what makes the products soft on the baby skin. From this article I will give details on why the commercial I am describing in my essay is giving false information on their product. This will help on specific details about the products they are selling. This article is written by Pat Thomas who is a journalist who specializes in environmental health since and have written many novels on ‘Cleaning Yourself to Death; How Safe is Your Home?’ and ‘Living Dangerously; Are Everyday  Toxins Making You Sick’.   


Neff, Jack “ K-C’s Huggies Plans Baby Wipes, Wash Line” Advertising Age,  Vol. 74   Dec. 2003, p. 1. Academic Search Complete,


“Johnson & Johnson’s Baby Care Sales Worldwide From 2011 to 2016 (In Million U.S Dollars).” statista,  2017.