I think this is an old urban legend that has been going around for years. People keep saying that Johnson & Johnson 'No more tears' baby shampoo contains secret numbing agents so that a baby's eyes won't sting if the shampoo gets in them. I think that any numbing agent would be required to be listed in the ingredients label. They keep insisting that numbing agents are in there, despite all evidence to the contrary. Can you settle this once and for all? Is there anything in J&J baby shampoos that would numb a baby's eyes?
One of the key attributes in producing a no-more-tears formula is the micelle size (micelles are aggreations of surfactant molecules), the bigger they are the less irritating they are (there's a poster illustrating the relative size of surfactant micelles here on page 14). The theory is the bigger micelles can not penetrate the eye membrane and hence cause irritation. The pH of the product, salt content, and impurities in the raw materials are also critical.
There's another presentation here, that might help Perry in his research
@Alchemist: I agree with your assessment on micelle size, pH, salt content, etc. The only piece I was unsure of was the use of benzyl alcohol in baby shampoos as an alleged numbing agent. I had heard this rumor years ago and I'm guessing that's the origin of this urban legend. I believe it was part of the preservative system in J&J baby shampoo at one point in time but it's no longer used in this product. It is, however, still contained in a few of J&J's baby lotions.
When i see the advertisment of Johnson & Johnson baby shampoo, i have no doubt about it because johnson & johnson is a very famous brand for baby. However, your assessment is really true, it should be required a ingredients list to the public