JOHNSON’S® launches upgraded Milk+Rice range through Powerville, providing #PoweredUpProtection for growing babies

It’s a milestone worth celebrating when babies turn 1. It marks their entry into a new stage of their childhood– the toddler stage. This stage is especially exciting for first-time parents­ as they witness a lot of firsts in their babies’ growth and development.

Toddlers are significantly more mobile compared to infants. These growing babies are now able to crawl, climb, and even begin to walk, leaving parents trailing behind and worried about their baby’s skin. As toddlers become more adventurous, they are now more exposed to different surfaces, which can have different effects on a toddler’s sensitive skin. Thus, it is important for parents to provide the protection for their babies’ skin.

JOHNSON’S® Baby, as the leading brand for childcare products, provides the best solution for protecting growing babies’ skin through its newly upgraded Milk+Rice Bath and Lotion.

The reformulation calls for 100% more milk proteins and real rice extracts. These two ingredients create a gentle layer of protection for baby’s skin against skin microdamage, which is characterized by dryness, redness, and irritation.

Johnson’s launched the reformulation of the Milk+Rice Bath and Lotion through its campaign, #PoweredUpProtection, which centers around the kulit-likot phase of toddlers and growing babies.

The campaign launched through a virtual event called the JOHNSON’S® Milk+Rice Powerville. During the online event, Johnson’s unveiled the reformulated Milk+Rice product range.

Crismer Tiria, senior marketing manager at Johnson & Johnson Philippines Inc., remarked, “Our team was excited to open the gates to JOHNSON’S® Milk+Rice Powerville. We wanted the brand to adapt to how events are done these days to still reach our audiences who are mostly staying at home.”

Promoting the campaign is celebrity mombassador Anne Curtis and her daughter Dahlia, who both  appeared in their first TV Commercial with JOHNSON’S® Baby.

During the event, Anne shared her excitement for the campaign. “I couldn’t be happier when I learned that I would be taking part in my JOHNSON’S® family’s first virtual event of its kind. I hope that all my fellow moms were able to know more about how they can best take care of their little ones and of course, had fun,” said Anne.

Moms from partner communities, bloggers, media, and other guests were able to explore the different spots in the digital town using their personal devices. Among the spots of Powerville was the Pavilion, where they watched celebrity mombassador Anne Curtis engaging in a dialogue with head of Scientific Engagement for Baby Care APAC Robert Kwon, and Dr. Marivi Dizon, a pediatric dermatologist. They talked about the importance of providing the #PoweredUpProtection toddlers need, as well as letting the audience know more about the upgraded Milk+Rice formula.

Mr. Kwon explained the motivation behind the new formula. “Johnson’s Baby has always been the leading brand for baby care because of our efforts to innovate and improve our products. We constantly conduct studies and research to make sure that our products are the best quality and designed for babies. Our highlight product for today, the new Johnson’s Milk+Rice contains 100% more milk proteins than the previous product, that can help nourish skin, plus real rice extracts that can help protect,” said Kwon.

Dr. Marivi explained about the common threats of skin microdamage. “Skin microdamage means that there is an effect on babies’ skin coming from impact or friction, even if we don’t visibly see the damage on their skin,” she said.

“As the term suggests, this is more evident when we look closely on a tissue level or under a special microscope. This can differ for every baby. For some, this can look like red patches on their knees or elbows because of crawling. Some babies also experience this as having flaky and dry skin from the lack of moisturization. There are also other cases that manifest irritation through rashes,” added Dr. Marivi.

Guests also enjoyed various activities found in different booths, such as the Play Area and Mom & Baby Photobooth. They visited the Neighbormoms area and heard what their fellow moms had to say about the new Bath and Lotion and the kulit-likot stage. The event also made purchasing the new product more convenient and accessible as e-commerce platforms were linked.

The upgraded JOHNSON’S® Milk+Rice Bath and Lotion are available in J&J PH Chat & Shop,  all leading supermarkets, and official Johnson & Johnson Shopee and Lazada accounts.

To know more about the new JOHNSON’S® Milk+Rice formula and  to get more tips on toddlers’ skincare, visit, like JOHNSON’S® Baby PH on Facebook, and follow JOHNSON’S® Instagram account @johnsonsbabyph.

2 Comments Add yours

  1. Owenbondocponce says:

    Loved this new innovative way of giving our little one,#poweredupprotection the best way to get a wonderful time with our kids


  2. Ma. Cyril Creer says:

    The best #PoweredUpProtection talaga ang JOHNSON’S baby Milk+Rice Bath and Lotion para sa ating mga #KulitLikot kids. Plus maganda itong upgraded version kasi Cremier na !


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