Johnson & Johnson’s Talc Powder Product Marketing Still Aimed at Minority Groups Despite Cancer Claims
Decades of questioning the use and dangers of cosmetic talc powder in health and personal hygiene products finally came to light in 2006, when the World Health Organization began classifying cosmetic talc as “possibly carcinogenic.” At the head of the issue was well-known consumer product company, Johnson & Johnson along with its signature Baby Powder products. Despite tests revealing that the talc J&J uses is possibly harmful to humans and its related health risks, the company continues to focus on selling the product focusing on its longtime consumers. These groups include African-Americans, fitness enthusiasts and overweight women who use the products as a genital antiperspirant and deodorant. The inexpensive products are being explicitly marketed to improve the livelihood of a group of innocent consumers misinformed from a company undeterred by the concern about the health effects and cancer risks of talc.
Consequently, these same minority and overweight women audiences are being struck with ovarian cancer or mesothelioma and now make up a large number of the plaintiffs alleging that J&J’s Baby Powder and Shower to Shower products were the cause. And in July of 2018, J&J was ordered to pay $4.69 billion to 22 women who had claimed that asbestos in the company’s talcum powder products caused them to develop ovarian cancer and failed to warn consumers about the risks associated with its use.