From head to toe, J&J is trying to reconquer the baby-care market

After missing out on major shifts in consumer tastes and watching sales stall, the company has remade its baby line. Catching up won't be easy

It’s a high-stakes corporate gamble, full of peril: Johnson & Johnson has turned its iconic, golden-hued baby shampoo clear. The move is part of a sweeping plan to overhaul the company’s struggling namesake franchise. J&J has remade its Johnson’s baby product line, cutting out chemical dyes and adding natural ingredients like coconut oil. It has updated its packaging and rolled out a new digital marketing campaign. And it’s trying to reconquer the baby-care market it has dominated for more than a century.

In recent years, that market has changed. Many new parents, millennials looking for natural ingredients, have come to view