When a baby is born, her skin is most delicate. That's why we perfected our formulas over 125 years so they are now more gentle to give her the best care. Johnson's baby lotion has been improved to slow down moisture loss by hydrating skin, locking in moisture and creating a protective barrier to keep moisture in and dryness out. This clinically proven long lasting formula continuously protects baby s skin for up to 24 hours, keeping it feeling healthy and baby soft.