Johnson & Johnson’s new vegan baby care brand taps into demand for simple naturality
22 Jul 2022 --- Johnson & Johnson is launching Vivvi & Bloom, a skin- and hair care brand for babies and toddlers developed with simple ingredients.
The Vivvi & Bloom brand was created to meet the needs of Millennial and Gen-Z parents and caregivers to streamline their baby care routine. The line includes a face and body whip lotion, wash and shampoo cleansing gel and a scalp and body massage oil.
The products are available in fragrance and fragrance-free versions and are made of responsibly sourced ingredients, such as shea butter and coconut oil.
All cleansing agents are naturally souced, the company stresses. The formulas are tear-free and suitable for sensitive skin.
The Vivvi & Bloom brand was created to meet the needs of Millennial and Gen-Z parents.“We believe that no one is more in tune with what they need to help their little ones grow and thrive than the parents and caregivers who nurture them each day,” says Duda Kertész, president of US skin health at Johnson & Johnson.
A parent’s plea
Based on the feedback from parents, Vivvi & Bloom developed products for the market centered around three key attributes the parents say they seek most in baby care products.
“We worked with diverse caregivers to understand their unique needs,” Kertész explains.
First of all, parents expressed their desire for natural ingredients. Catering to this need, Vivvi & Bloom products are verified by the Environmental Working Group (EWG): an organization that protects environmental health by changing industry standards.
The products contain simple and nature-inspired ingredients. They are formulated without parabens, sulfates, dyes, phenoxyethanol, silicones or phthalates.
The wash products include tear-free formulas. Vivvi & Bloom is vegan, hypoallergenic, pH-balanced and not tested on animals.
The vegan and hypoallergenic wash products are tear-free formulas.
“EWG is widely recognized as a trusted and rigorous evaluator of personal care products,” says Emily Spilman, EWG’s Healthy Living Science Analyst. “We’re pleased to verify all the Vivvi & Bloom products. Parents who see the EWG verified mark can trust Vivvi & Bloom meets our strictest standards for health and transparency.”
Functional and charitable
According to the brand’s research, more than 90% of parents confirmed that their baby’s skin felt healthier, moisturized and soft after using the lotion, shampoo gel and body oil.
Parents further said they would like to use a brand that reflects their own ideas and contributes to the growth of the community. With this line, Vivvi & Bloom partnered with Newborns in Need, a charity chosen by the parents who partook in the study.
Newborns In Need’s mission is to help take care of babies through volunteers who provide care necessities to agencies and hospitals that serve premature, ill or impoverished infants in the US.
Edited by Mieke Meintjes
