I certainly can't take cidert for coming up with this idea. It was brought up by numerous other moms at camp baby who were interested in an affordable greener line of baby bath and beauty products. Keep in mind that the site you're currently looking at is a teaser for the newer products; the finalized website that will have the complete information about everything will be up very soon and will hopefully have the answers to your questions. I'm also a mom of kids with mild eczema, and it's important to note that these products are not specifically made for babies and children with a skin condition. Some natural and organic products have worked quite well for us, and others have not. In using these over the past few months with my kids, we've had no issues in terms of irritation or reactions. It's also important to mention that many of the natural brands out there are completely cost prohibitive to many families. It's great if you can afford a $15 bottle of baby wash, but there are lots of people who cannot. This line really allows folks who might not have ever even thought of trying something more natural the chance to make better choices than the ones that are in their budget right now. As far as cool mom picks endorsing only this product line, that's not the case at all. I'm only a part of cool mom picks family, and therefore the site will continue to find and share brands of products that our contributors and editors have found that work for them. We've featured all sorts of brands at differing levels of organic and natural knowing that some things are not for everyone and that everyone wears a different shade of green. However, we do like to acknowledge larger brands who are making steps in the right direction, and in this case, i'm pleased that johnson's has decided to create a greener line for those folks that are seeking something like this. I can only speak from my own experience thus far that the folks at jnj have not been at all elusive nor have they tried to hide anything regarding the ingredients. I'd be more than happy to take specific questions to them if you don't find the answers that you are looking for on the new site and/or in your own research.
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