In honor of the 50th anniversary of their No More Tears trademark, Johnson’s Brand has announced its second annual Celebrity Hand Me Down charity auction, featuring items donated by celebrity moms Gwyneth Paltrow and Jessica Alba.

The auction is raising money for the new global Johnson’s No More Tears Clean Water Initiative, at www.babycause.com.

As part of the auction, consumers will be able to bid on celebrity inspired packages including a “get your pre-baby body back” experience, thanks to Gwyneth Paltrow’s donation of her personal trainer Tracy Anderson. The package includes a personal consultation with Tracy Anderson, one-on-one training, weekly phone consultations and Anderson’s workout DVD’s. Jessica Alba has also donated hand-me-downs from daughter Honor Marie, including a limited-edition Maclaren Juicy Couture Ryder Stroller, Hello Kitty rain gear, a diaper bag, as well as an abundance of baby clothes.

“Johnson’s cares about providing pure, mild, and gentle products to babies and families worldwide, and we are thrilled to once again partner with leading Hollywood moms to raise funds and awareness for an important cause,” said Fred Tewell, Group Product Director, Johnson’s Baby. “Access to clean water for drinking and bathing is absolutely critical for babies all over the globe, and we are proud to support charities that advance this cause.”

All proceeds from the charity auction will go to provide innovative and sustainable water, sanitation and hygiene solutions – to ensure every baby makes it to his or her first birthday.

The United Nations reports that four million babies worldwide lose their lives within the first year, mostly due to preventable causes. Accordingly, the UN implemented their Millennium Development Goal to reduce the under-five infant mortality rate by two-thirds by 2015. In support of this effort, the UN and World Health Organization found that many experts believe that more lives can be saved through hand washing than a single vaccine or medical intervention. To aid these organizations with their efforts, Johnson’s aims to provide babies and families around the world with access to clean water.

Just in time for Mother’s Day, the charity auction will run from 7 p.m. PT, Thursday May 7 through 7 p.m. PT, Thursday May 14 exclusively at www.ebay.com/celebritymoms.

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