Aveeno is a manufacturer of skin care and hair care products in the United States and is a subsidiary of American consumer goods and pharmaceutical company Johnson & Johnson. Aveeno was founded in 1945, and its first product was their Soothing Bath Treatment. The active ingredient in all Aveeno products are colloidal oats and/or oat extracts - Avenanthramides, which have been branded as "active naturals". Aveeno offers products to treat skin conditions such as eczema, psoriasis, poison ivy, poison oak, poison sumac, pruritus ani, chickenpox, hives, and sunburn; and has been recommended by physicians for 60 years. The name Aveeno is derived from the scientific name for the common oat, Avena sativa, as the key ingredients in Aveeno products are colloidal oats. Aveeno was originally made by Rydelle Laboratories, a division of S. C. Johnson & Son, which dropped the Rydelle name in 1989, and was later purchased by Johnson & Johnson in 1999. Once acquired by Johnson & Johnson a team led by Sharon D'agostino, Margo Weitekamp, Guy Berechit and Holly Means created a new marketing strategy storefronting the "Active Naturals".