The only hint that something is different inside millions of bottles of Johnson’s Baby Shampoo arriving on store shelves are two words: “Improved Formula.” The shampoo has the same amber hue, the same sudsy lather and — perhaps most important — the same familiar smell that, for generations of Americans, still conjures memories of childhood bath time. What’s different about the shampoo, and 100 other baby products sold by Johnson & Johnson, isn’t so much about what’s been added; it’s what’s missing.
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