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J&J's baby needs a makeover as moms go natural with Jessica Alba

Largest US babycare product maker has lost market share for four consecutive years, down to 18.4% in 2015

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J&J is also fighting over 1,000 lawsuits that accuse it of ignoring studies linking talc-based products to ovarian cancer.

New York

NANCY Johnson Horn hadn't been a parent for long when she started hearing things that made her question the safety of the Johnson & Johnson's baby products the hospital had sent home with her.

"When my third child was born, I brought my own soap," said Ms Horn, a 45-