CONSUMER Natural Choices ara Snow, an Indianapolis-based TV host and green-living expert, gives her baby a “rub-a-dub-dub  cleaning” with JOHNSON’S ® NATURAL ® HEAD-TO-TOE ™ Foaming Baby Wash, then hands her daughter to Dad for the towel snuggle. “Especially for baby products, less is more,” says Sara. “It’s a fantastic product.” S In June  2010 , Johnson & Johnson  Consumer Companies, Inc. launched the  JOHNSON’S ® NATURAL ®  baby line in  North America, bringing new, affordable  natural baby products to moms at mass  retail. The brand was developed in  response to the growing number of  parents, like Sara, who are environmen- tally conscious and also want natural  products for their babies. All five products  are at least  98  percent natural (derived  from fruits or plants).  “A growing number of consumers  everywhere in the world want a natural  solution,” says Patrick Mutchler, Company  Group Chairman. “As the global leader in  baby care, it’s our responsibility to meet  the different needs of different mothers.”  JOHNSON’S ®  poured more than  100  years  of experience plus science, rigorous  testing and expertise into developing the  natural line. One challenge was defining  just what is “natural.” While many  organizations have formulated standards,  these criteria don’t address the unique  needs of babies.  “Not all natural products are mild  enough for a baby’s skin,” says Jean Holland, Worldwide Franchise, R&D  Director. For example, a baby’s skin is  thinner and more sensitive than an adult’s,  Holland says. “Some natural ingredients,  such as essential oils, can be irritating or allergenic.”  JOHNSON’S ®  ultimately developed a  standard for babies, called the  BEST FOR BABY NATURALS ™  Standard. This led to a  formulation that is  98  percent natural for the washes and  99  percent natural for  the lotions, using plant- and fruit-derived  ingredients. It contains the  NO MORE TEARS ®  formula and the first  100  percent  naturally derived fragrance,  ALLERFREE ™ ,  which is free of known allergens and  irritating essential oils.  In addition,  JOHNSON’S ® NATURAL ® packaging is thoughtful of sustainability  considerations. The plastic bottles contain  no colorant, use up to  60  percent post- consumer recycled content and feature  silkscreened graphics rather than labels,  reducing packaging weight and waste. The  product line was honored with an  EARTHWARDS ™  designation, which Johnson & Johnson gives to products that  demonstrate significant improvements in  their environmental footprint. Further,  JOHNSON’S ® NATURAL ®  forged a  partnership with the National Wildlife  Federation* to encourage children’s  exploration of their natural surroundings. *A trademark of the National Wildlife  Federation. Please visit www.nwf.org.  JOHNSON & JOHNSON 2010 ANNUAL REPORT 12 “Both the traditional and natural  JOHNSON’S ®  products meet the  expectations of purity, mildness and  gentleness inherent in our heritage  business,” Holland says. “It’s all about  giving moms a choice.” The line includes three baby and two kids products:  JOHNSON’S ® NATURAL ®  Baby Lotion , JOHNSON’S$^{®}$  NATURAL$^{®}$ HEAD-TO-TOE ™  Foaming  Baby Wash,  JOHNSON’S ® NATURAL ® Baby Shampoo,  JOHNSON’S ® NATURAL ® Kids  3 -in- 1  Shampoo, Conditioner & Body Wash, and  JOHNSON’S ® NATURAL ®  Kids  2 -in- 1  Hand & Face  Foaming Wash.  Sara Snow, meanwhile, especially  appreciates that the prices are lower than some specialty natural brands and that the products are available at mass retail. “I really like that it’s  affordable, so that anyone can get their  hands on it,” says Sara, who was such a fan of the products that she became a spokeswoman. “To go with a product that for so long has been a trusted brand like JOHNSON’S ® , that really does the research, people find a real sense of security and comfort in that.”  Sara Snow continues to be environmentally conscious with her  choices for her child, like using JOHNSON’S ® NATURAL ®  baby products.  The product line was recognized with an  EARTHWARDS ™  designation and has forged a partnership with the  National Wildlife Federation. Learn more at www.johnsonsbaby.com. MILD AND GENTLE NATURAL  AND  MORE SUSTAINABLE  ELEVATES HERITAGE BRAND