The newly created index appears on the pregnancy, baby and parenting site, Bub Hub.

MediaSmart’s Commercial Director, Mark Shaw, said the free Dry Skin Index was a perfect vehicle for Johnson & Johnson to engage and provide value-added information to new parents.

“We were able to use weather information from our Weatherzone site to provide parents with a four-day dry skin forecast based on where they live or where they are travelling to.

“Combining the technology from Weatherzone for Bub Hub’s audience reach provides our client with a unique solution to create customer interaction and brand awareness.”

Head of OMD Digital Lisa Giacosa said the innovative technology was a good fit with her client’s emphasis on providing information and resources to new parents.

“Research by Johnson's Baby shows baby skin absorbs and loses moisture at a much faster rate than adult skin.

“This makes knowing how the weather will impact on your baby’s skin all the more important.

“The index allows parents to receive this information simply by typing in a postcode,” she said.

The landing page for the Dry Skin Index features Johnson’s Baby Soothing Naturals range, which is specifically designed to replenish lost moisture and help to relieve dry skin.

Parents can then click through to receive a range of additional information, including sleep tools and baby calendars.

Bub Hub is a site dedicated to parents and soon-to-be parents. It attracts around 328,500 unique visitors per month¹, 75 per cent of whom are women aged 18-45².

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.