The power of fragrance is real – fragrance can enhance the bond between a parent and their baby and support the development of baby's senses. Studies have found that use of products with fragrance can reduce infant stress, crying and enhance sleep, as well as enhance engagement between a mother and baby. Fragrances are neither more nor less safe than other ingredients. Each molecule of a fragrance still needs to be individually assessed for safety. As part of our Safety and Care Commitment, fragrances, like all other ingredients in our products, are evaluated through our five-step safety assurance process to ensure high quality, and gentle ingredients make it into our products. Johnson's fragrances are stringently tested and safe and follow the strict standards of the International Fragrance Association (IFRA) IFRA, so that parents can feel confident about the ingredients on our label. Industry-certified experts assess our ingredients to ensure they meet our standards, and our scientific experts test our formulas to ensure they are safe for use. Only 25% of the typical toolbox of fragrance ingredients meet our safety standards and are suitable for our gentle baby products.