With consumers wary of chemicals, J&J pledges to cut some toiletries’ ingredients

Consumer anxieties are building around any chemicals whose safety has been called into question, whether found in food, household cleaners or personal care products. This has led to shoppers looking for more transparency from brands and passing over some products that contain suspect components, from phthalates to parabens. Now, in a first for a major personal care brand in the U.S., Johnson & Johnson has committed to cutting usage of several potentially harmful chemicals and reformulating its product range by 2015. Neutrogena, Aveeno, RoC and Clean & Clear are among the company’s personal care brands, along with its Johnson’s baby line (J&J already pledged to cut chemicals from baby products by 2013).

“We want people to have complete peace of mind when they use our products,” the VP of product stewardship and toxicology for J&J’s consumer health brands told the AP. As part of the initiative, Johnson & Johnson launched a website, Our Safety & Care Commitment, that details the company’s “five-level safety assurance process” and its policy on ingredients, with information on specific chemicals of consumer concern. J&J emphasizes that the company is keeping up to date with not only new regulations and scientific developments but also “consumer views and concerns.” While anxieties around ingredients sometimes exceed any proven dangers, with “natural” products proliferating, companies will need to address their customers’ fears.

Photo Credit: www.safetyandcarecommitment.com

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