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Lack of Sleep is the Biggest Challenge for Irish Parents

We hear time and time again how important it is to start and maintain a bedtime routine for your little one, but now, thanks to the JOHNSON’S® brand, we have the research to really back up how important that advice is.

The JOHNSON’S® brand spoke to Irish Mums and Dads and found out that lack of sleep is the biggest challenge faced by parents when children are under one years old1. Establishing a routine is one of the most important things parents can do to help baby sleep better. JOHNSON’S®, the No.1 baby skin care brand in Ireland2 with more than 120 years’ experience pioneering the science of baby skin care, is excited to launch their new Tonight We Sleep™ campaign, which highlights the importance of starting and maintaining a bedtime routine for your baby. And better sleep for your baby, can mean a better sleep for you. JOHNSON’S® clinically proven bedtime routine can help baby fall asleep faster and stay asleep longer in three simple steps*:

1. Bath



A bedtime routine, including a warm bath, helps baby know it is time to sleep

2. Massage

3. Quiet Time

The moments before bed are an opportunity to help baby wind down through quiet time activities, such as reading, singing or listening to music.

36% of Irish parents surveyed confirmed that their child experiences sleep problems or takes time to settle at bedtime3, with an unsettled baby topping the reasons parents lose sleep at night4. Parents will go to great lengths to encourage their babies to sleep, with Mum or Dads voice (60%), singing (41%) and lullabies (34%) identified as the top three sounds used by parents to soothe babies for bedtime, while others confirmed resorting to the use of home appliances such as hair dryers, hoovers and washing machines5.

The good news… there may be light at the end of the tunnel for sleep deprived Mums, Dads and babies! A clinical study6 of the JOHNSON’S® 3 – step bedtime routine showed that after just seven days babies following the routine woke up in a better mood, woke up 38% less frequently during the night and spent 32% less time awake. In addition, the routine showed benefits to the mums. The study found that 45% of mums using the bedtime routine felt less tired and 22% more energised.

Paediatric Sleep Consultant and the JOHNSON’S® brand ‘Tonight We Sleep™’ Campaign Ambassador, Lucy Wolfe, commented; “By undertaking the JOHNSON’S® brand three step routine each night, baby knows it is time for sleep, and establishing this routine can make the world of difference. Baby will settle quickly into their new routine and parents can notice an immediate difference after just one week. “I work with parents and babies, day in day out, and see the impact poor sleep or unsettled bedtimes can have on a household. Bedtime routines can create the perfect environment for relaxation, and in turn, a happy, rested baby and family.” Sleep has important cognitive, social, emotional and behavioural benefits, with sleep playing an important role in baby’s brain maturation, learning and memory. A bedtime routine which includes multisensory stimulation through a warm bath, gentle massage and quiet activities, is a simple behavioural intervention for improved quality and quantity of sleep in babies.

To support step one - bath, and step two - massage, the JOHNSON’S® brand have a range of specially designed products; JOHNSON’S® Bedtime Baby Bath and JOHNSON’S® Bedtime Baby Oil. Both of these bedtime products contain NaturalCalm™ aroma, a blend of calming ingredients, and are designed to enhance the bedtime routine for both baby and mum. The makers of the JOHNSON’S® brand is inviting parents to try the bedtime routine for at least one week to discover its benefits. Along with this routine the brand is also launching a free baby sleep app, in which parents can track the sleep of their baby and create some relaxing and soothing sounds with the lullaby function.

This article has been sponsored by the JOHNSON’S® brand Find out more information about the JOHNSON’S® Bedtime Tonight We Sleep™ campaign at www.johnsonsbaby.ie/bedtime. The app is also available to download for free from the Apple App Store or Android Google Play.

1 - eumom research commissioned on behalf of JOHNSON’S® brand (n=627)
2 - Nielson Date, March 2016, Baby Toiletries Category
3 - eumom research commissioned on behalf of JOHNSON’S® brand (n=637)
4 - eumom research commissioned on behalf of JOHNSON’S® brand (n=777)
5 - eumom research commissioned on behalf of JOHNSON’S brand (n=633)
6 - Three week study of the JOHNSON’S® bedtime routine among 405 mothers & infants ages
7 – 36 months *3 step routine of bath, massage and quiet time, tested on babies 7 months+, 1 week+ use 



 

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