We used J&J Top-to-Toe for a couple of weeks with our newborn, but found it did not help his slightly dry skin and increasingly visible cradle cap (+ itchiness), so through reading one or two past recommendations here on Geobaby, we bought and tried Mustela "Dermo-Cleansing - Cleansing Gel for Hair & Body - Newborn / Baby".
After just using it several times, the scaly scalp and dandruff signs as well as the especially dry thigh + leg problems disappeared. And with continued use, so far, no cradle cap scales on his head as all. BTW, Mustela products are pretty expensive, no doubt about that, but the bottle lasts for AGES. Just a tiny drop of gel for head, and squirts on your palm maybe up to 3 times, to lather up and massage onto baby's bod.
As Shenzhennifer's already mentioned, best to buy this and other baby stuff from local pharmacies (which sell diapers, milk formula, toiletries and other household stuff, amongst jars and bags of Chinese herbs etc), rather than from the likes of B2B, which have much larger mark ups. From our neighbourhood pharmacy, Dermo-Cleansing (500ml) costs HK$136. The only down-side, other from the price (!) is its fragrance, which, while pleasant enough and not hard to get used to, is a touch TOO strong.