JOHNSON’S® advocates Di Lang Ligo ang Ligo,” leading a campaign for multi-sensorial stimulation during bath time for happy, healthy baby development.

Can bath time be so much more than cleansing? Beyond giving parents precious moments to bond with their little ones, can bath time actually have a powerful and long-term impact on a baby’s development?

In line with its commitment to advancing baby care, JOHNSON’S® conducted the Global Bath Time Report among seven key countries to better understand how parents view bath time and its role in the development of babies. The report revealed that while 96% of parents in the Philippines* believe that bath time is so much more than just getting their child clean, 45% do not see that it is extremely important for cognitive development*. This could be the reason why the Philippines has the shortest bath time duration for babies—15 minutes vs. the global average of 23 minutes.



Research has shown that bath time is actually a great opportunity to stimulate baby’s senses because it is a time when babies’ senses are very much alive. Further studies prove that multisensory stimulation can strongly aid in promoting happy and healthy baby development. With this in mind, JOHNSON’S® paves the way for a brighter future for Filipino babies by educating parents on the role of sensorial stimulation during the bath time ritual, which can lead to happy, healthy baby development.

Bath time: a potent opportunity to promote cognitive and physical development

“Bath time can be so much more than getting clean. Multisensory stimulation rituals can aid in promoting happy and healthy baby development leading to specific benefits such as increased weight gain and bone mass, reduced stress, crying and better quality and quantity of sleep,” shares Dr. Didoy Castañeda, Asia Pacific Medical & Clinical Affairs Director. With opportunities for touch, sight, smell, and sound, the bath is among the key baby care rituals parents can use to nurture baby.


“Mahirap pero masaya,” shared Rica Peralejo-Bonifacio, JOHNSON’S® celebrity mom influencer, when asked about being a mom. “As a first-time mom, you would like to ensure that you are truly hands-on when it comes to taking care of your baby. It’s been a year since Philip came into my life and I can truly say that it has been nothing short of exciting and challenging at the same time. What I truly enjoy are the baby care rituals I share with him, especially bath time. I am happy to know how bath time provides opportune moments for me to stimulate his senses – especially touch and smell – to aide in his total development,” Rica adds.

“Apart from massage, other ways the senses can be activated especially during bath time include the playing of music and games, and the use of fragranced products. Pleasant smells, particularly, when paired with the loving interactions of a parent, can create positive and lasting memories that children will remember for a lifetime. Fragranced products are known to increase infant engagement, helping mothers bond with their babies, and helping babies stay calm and relaxed for a more prolonged period of time,” adds Mr. Arun Viswanath, Asia Pacific, Science & Technology head at Givaudan Fragrances.

“Dramatic growth in a child’s physical, motor, cognitive and social-emotional development is very much dependent on the stimulation a parent provides in the first several years of a child’s life. Touch is a powerful tool to maintain alert state in babies, to calm them or as an attention-getting stimulus. Touch is also a good reinforcer for positive infant behavior and learning,” added Dr. Theresa Hilario-Jimenez, President of the Perinatal Association of the Philippines, sharing the importance of touch or skin-to-skin contact with babies, which are most evident during bath time. Johnson’s Philippines shares “Di Lang Ligo ang Ligo”


“As the world gradually expands for a baby, the role of parents in supporting early positive experiences and growth through stimulation is of utmost importance. A complete and healthy baby care ritual firstly involves optimally-formulated products to enhance a baby’s skin barrier, while maximizing these moments to promote positive physical and cognitive growth. This is made possible through our TRIPLE BABY PROTECTION™ present in every JOHNSON’S® product, which is our commitment to providing care that combines safety, mildness and effectiveness to support babies’ healthy skin development,” shares Mrs. Trina Tanlapco, JOHNSON’S® Franchise Marketing Manager. “Through the SO MUCH MORE™ campaign we also hope to inspire parents nationwide to make bath time mean so much more and spend more quality time during bath time, not only to provide a delightful experience for her child, but to optimize these precious moments for their healthy development,” she adds.


The global campaign, SO MUCH MORE™, is about enhancing rituals, including bath time, to stimulate baby’s senses and provide parents an opportunity to nurture baby’s ability to learn, think, love and grow. “We are very serious about our goals and are taking our commitment an additional step further by showing the power of multi-sensorial experiences in daily rituals, such as bath time. What this means for us in the Global Franchise Organization is that every JOHNSON’S® product is specially designed with baby in mind and meets our BEST FOR BABY™ standards, which is backed by the best science,” shares Michael Wasden, Senior Marketing Manager, JOHNSON’S® Global Franchise Organization.


We encourage moms and dads to spend more quality time with their babies, especially during bath time. Make bath time mean so much more. To know more about Johnson’s and how you can enhance your baby’s bath time experience, visit

My Babies, Kat and Khalil, enjoying their bath time!
My Babies, Kat and Khalil, enjoying their bath time!

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