As Katie Devine sprinkles finely milled (colloidal) oatmeal in her daughters’ tub they delightfully squeal, “Magical fairy dust!”
Tricia 4, and Anna 2, have eczema and often end up with itchy, dry, cracked skin. “I like to do a little bit extra for their skin and I get out the bath packets of AVEENO® Soothing Bath Treatment,” says Katie, Group Product Director, Beauty Care, Johnson & Johnson Consumer Companies, Inc. “They absolutely love it.”
Benefits of Oats
The AVEENO® story began back in 1945 with a colloidal oatmeal bath treatment developed in conjunction with The Mayo Clinic for soothing relief of itch. (The company’s name is based on the Latin for oat, avena sativa.) Johnson & Johnson Consumer Products Company acquired AVEENO® in 1999 and has extended into skincare products for face, body, baby and sun protection that use select natural ingredients that are clinically proven to deliver efficacious skincare benefits, including oats, soy, feverfew PFE™, ylang ylang, lavender, natural shiitake complex and wheat proteins.
“Natural ingredients are exciting because there are so many different benefits, different components,” says Warren Wallo, Director, Scientific Affairs, Johnson & Johnson Consumer Companies, Inc. for skin care at AVEENO®. “Colloidal oatmeal, for example, has a long safe history of usage, it’s been around so long, but we’re still learning new and exciting things.”
AVEENO®, the leader in ACTIVE NATURALS™, uses the best of nature’s ingredients, combined with the rigors and proof of science, researching thousands of potential natural ingredients to find the most effective ones and conducting five levels of testing to confirm the safety and efficacy of our products, all to transform the health of skin and hair. As a result of its rigorous scientific approach, AVEENO® is the skincare brand trusted most by dermatologists for its use of natural ingredients.
Science Supports New Development
In both 2007 and 2008, Wallo presented clinical studies of the benefits of colloidal oatmeal to the American Academy of Dermatology. In addition, “we took the wealth of information on oatmeal over the years and put it together in a publication form so it was a review of colloidal oatmeal, its history, its chemistry and its clinical properties,” says Wallo. “We were able to put that into the literature and really build the information for the dermatologist.”
The 2008 poster garnered professional support for its demonstration of how the naturally active benefits of oats address the dry skin issues of someone with diabetes. A person with diabetes is likely to need dry skin relief and products that offer skin protection. That same year, the brand introduced a new line of AVEENO® Advanced Care products using a patented Triple Oat formula of key ingredients to help maintain the skin's protective barrier and provide moisturization for a full 24 hours.
Experts Recommend AVEENO®
The AVEENO® Brand has been committed to advancing the science of natural ingredients through dedicated promotion by its professional sales force to dermatologists throughout the country. For more than 60 years, dermatologists and pediatricians have recommended AVEENO®. “I knew about the products from work and tried them when the girls’ pediatrician recommended using something gentle and fragrance free,” says Katie. When she puts the AVEENO® Baby Soothing Relief Moisture Cream on her daughters’ arms and backs they know it comes from Mommy’s work. “I know someone special made this for me,” Tricia says.
To view this video, as well as other videos from Johnson & Johnson, visit the Johnson & Johnson Health Channel on YouTube: