. >> reporter: whe new mom meg conrad shops for products for her 3-month-old daughter, she always check >> i try to avoid products that have sulfates, parabins and artificial fragrances. >> reporter: she uses an organic brand. at you won't find in her bathro bathroom, johnson's baby. th has attributed to a 20% decline since 2011. our rhaps because of success we became a bit complacent and did not want o mess with s.succ and so, frankly, we failed to see evolving needs from millennial consumers, millennial >> reporter: they're revamping the brand which began three years ago. >> what we learned is they were looking for fewer, simpler ingredients, more naturally derived ingredients in their products. we knew we had to completely make a change i brand. >> reporter: the new johnson baby line hit shelves in august. it contains half as many ingredients, removes dyes and sulfates and comes with packaging designed to be more convenient and easier to recycle. ey say the reboot shoulde imprrofit margins because of simplification of the supply chain. >> we're convinced that will get johnson back to

. >> when meg conrad shops for products for her 3-month-old daughter she always checks the lane. >> ihave parabens, sulfates and unnatural fragrances >> perhaps because of our success, we became a bit complacent and did not want to mess with success. >> and so frankly we failed to see evolving needs from millennial consumers, millennial moms >> j & j is revamping the century old brand. >> what we've learned is that they were looking for fewer, simpler ingredients in their products from that we knew that we had to completely make a change to our brands >> the new johnson's baby line hit shelves in august. it contains half as many ingredients, remove s dyes and sulfates the eboot should improve profi margins because of simplification of its supply change >> we're convinced this will get johnson's baby back to growth. >> it's got a bump top to make it easier to use the product. they're changing things to make it easier to recycle it will be interesting to watch whether this brings millennial parents back to the j & j brand. >> does it still smell the same? >> that's what everyone likes a

when new mom meg conrad shops for products for her daughter, she checks the label >> i try to avoid productsial fragrances. >> what you won't find in her bathroom, johnson's baby there's a 20% decline in sales since 2011 >> perhaps because of our success, we became a bit complacent and did not want to mess with success. and so, frankly, we fail to see evolving needs from millennial moms >> so j&j is revamping the brand. >> what we've learned is that they were looking for fewer, simpler ingredients. more naturally derived ingredients in their products. from that, we knew that we had to completely make a change to our brand. >> the new johnson's baby line hits shelves in august it contains half as many ingredients and removes dyes and parabins the reboot should improve profit margins because of simplification of the supply chain. >> we're confidenced we'll get johnson's baby back to growth. >> and we'll have a chance to talk about all of this and more with ceo alex gorsky coming up with us in the next half hour. >> thanks very much. we've seen this with a lot of the big sort of brands, right?