page_title: Johnson's Baby
section_title: Johnson's Baby Shampoo (1953)
hierarchical_section_title: Johnson's Baby / History / Johnson's Baby Shampoo (1953)
caption_attribution_description: English: "No More Tears" Johnson's Baby shampoo advertising from the "Family Circle" magazine (1956)
context_page_description: Johnson's Baby is an American brand of baby cosmetics and skin care products owned by Johnson & Johnson. The brand dates back to 1893 when Johnson's Baby Powder was introduced. Product line consists of baby powder, shampoos, body lotions, massage oil, shower gels and baby wipes. The brand has reputation for making baby products that are "exceptionally pure and safe" since at least the 1980s.
context_section_description: "No More Tears" shampoo was introduced in 1953.
  As noted by Nunes and Johnson:
  In 1953 Johnson & Johnson introduced its No More Tears baby shampoo. Targeting this particular use involved a real soap breakthrough, however, with the company introducing amphoteric cleansing agents to consumer use. Though these agents are not as effective as traditional soaps, they are extremely mild, which makes them quite literally easy on the eyes and perfect for a baby's sensitive but presumably not-too-dirty skin. Designing this new category of cleaners for this user segment enabled Johnson & Johnson to capture a category it still dominates today, more than fifty years later. Within six months of its introduction, Johnson & Johnson had captured 75 percent of the baby shampoo market, a share it held as recently as 1995.
  In 1955 Johnson & Johnson placed advertising at the "Adventures of Robin Hood TV series for Band-Aid and Johnson's baby shampoo. The later was advertised with the tagline "Johnson's can't burn eyes".
  "No More Tears" has been registered as a trademark only since 1959.
caption: "No More Tears" Johnson's Baby shampoo advertising from the "Family Circle" magazine (1956)
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