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The power of bath time with your baby


Baby's early life is a time of learning and development – by just three years of age, 85% of baby's brain is formed. Research suggests that during this time, sensory stimulation can be critical to baby's happy, healthy development. Every interaction with mum and dad can help shape baby's developing brain and bath time routine can support those loving interactions. Bath time can be more than just cleansing by making it an exciting ritual.

Parents around the world (84%) say bath time is some of the best quality time they get with their children, yet many underestimate the proven cognitive benefits bath time offers – according to the JOHNSON'S® Global Bath Time Report*. A survey of more than 3,500 parents of young children, commissioned by the JOHNSON'S® brand and conducted online by Harris Poll in seven countries, found that less than half of parents around the world (42%) recognise bath time as extremely important to their child's brain development.

Explore the science behind bath time and the ways in which bath time can help your baby's early life development:

Familiar and pleasant scents can make baby feel happy

Baby's mood and alertness can be improved through familiar and enjoyable scents. Pleasant smells, paired with the interactions of a parent, can create lasting memories children will remember for a lifetime. Smells trigger more emotionally vibrant memories than other senses.


Routine touch and massage support baby's growth and development

Researchers have found routine massage leads to improved cognitive performance and increased alertness and attentiveness. Routine touch helps to build emotional bonds which serve as the foundations for intellectual development later in life. Post-bath cuddles and the close contact between parent and baby can help to calm baby's breathing. Another excuse to have a cuddle!


"Bath Talk" can help baby learn

The interactions between parent and baby at bath time are quality time to interact and help baby to learn. Studies show that infants who are spoken with have larger vocabularies by age 2. Bath talk could be a fun song which will also stimulate parts of the brain responsible for memory.


Bath time for happy, healthy baby development

Playing with bubbles helps babies develop hand-eye coordination and discover objects exist even when they can't be seen. Whilst splashing helps teach babies cause and effect.


JOHNSON'S® TOP-TO-TOE® Baby Bath is designed to gently cleanse baby's skin and hair plus the NO MORE TEARS® formula is as mild to eyes and skin as pure water. For more information on experiencing bath time with JOHNSONS® products, visit the website here.

For the latest offers and coupons from the JOHNSONS® range, view here.

* The JOHNSON'S® Global Bath Time Report was sponsored by the JOHNSON'S® brand and conducted online by Harris Poll in November 2014 among 3,574 parents of 0-3 year olds aged 21 and older in Brazil, Canada, China, India, Philippines, UK and US (484+ per country and 500 in the UK)

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