J&J Targeted Specific Groups to Boost Baby Powder Sales

Apr 30, 2019
  • After sales of their signature product, baby powder, started falling Johnson & Johnson launched a campaign that targeted two specific audiences: African-American women as well as women who were overweight.

    Intentional Marketing

    Johnson & Johnson’s marketing team focused on digital and print ads that targeted the African American community, where baby powder “is still considered a relevant product among AA (sic) consumers… this could be an opportunity,” a marketing presentation about the product noted.

    According to an investigative report by Reuters, the company promoted these ads in African American hair salons and churches within African American as well as Hispanic neighborhoods.

    Shifting Audiences

    When baby powder was first marketed, its intended use was for infants. However as more and more medical studies were released that demonstrated the danger of infants inhaling talc, Johnson & Johnson shifted their marketing to promote the product to adults. The tone focused on using the product during hot and humid weather to help the individual feel a sense of confidence within themselves.

    Growing Number of Legal Cases

    As a result of this type of directed marketing, individuals who used the product have now found themselves as part of class action lawsuits suing Johnson & Johnson over claims that the product has asbestos which has caused them to be diagnosed with ovarian cancer and mesothelioma.

    These lawsuits have resulted in huge verdicts for the plaintiffs, like a $4.69 billion dollar verdict in St. Louis, Missouri (read more about that verdict here).

    Diagnosed with Mesothelioma or Ovarian Cancer?

    If you or a loved one has been diagnosed with mesothelioma or ovarian cancer due to using Johnson & Johnson baby powder or other talcum products contact our office at  to schedule a free consultation and speak with one of our experienced attorneys. Please also visit our practice area page on Ovarian Cancer and Talcum Powder here for more information.