CNBC has recently reported that healthcare giant Johnson & Johnson are to relaunch its baby-care line, in its bid to target parents who want to utilise chemical-free products.
The line will be redesigned without unnecessary chemicals, such as sulphates, parabens and artificial fragrances, in a boost to drive up flagging sales, which have been declining by up to 20% since 2011.
The demand for more natural products is continuing to rise, and Johnson & Johnson is only too keen to take up the challenge.
"Perhaps because of our success, we became a bit complacent and did not want to mess with success, for lack of a better expression," commented Jorge Mesquita, worldwide chairman and executive vice president for J&J's global consumer unit.
"Frankly, we failed to see evolving needs from millennial consumers, millennial moms, and we failed to evolve our model."
The company will therefore look at new opportunities to develop staple products for new mothers which are increasingly naturally sourced, and also invest in changing its packaging to make products more recyclable.