THE WHAT? Johnson & Johnson has announced it is to stop sales of talc products in the U.S. and Canada after ‘misinformation’ has led to a slump in demand.
THE DETAILS The personal care giant highlighted a fall in sales amidst lowered consumer confidence due to allegations over the safety of the products.
Johnson & Johnson stated that it “remains steadfastly confident in the safety of talc-based Johnson’s Baby Powder” due to “decades of scientific research”, and that the removal from the North American market comes as a part of a wider move to discontinue 100 products due to manufacturing distruption caused by COVID-19.
The company stated, “Demand for talc-based Johnson’s Baby Powder in North America has been declining due in large part to changes in consumer habits and fuelled by misinformation around the safety of the product and a constant barrage of litigation advertising.”
THE WHY? Johnson & Johnson has been beleaguered with more than 16,000 lawsuits surrounding its talc products, with some experts stating the company has stopped sales of the talc amidst the COVID-19 pandemic in a bid to draw less attention to the development, therefore saving its reputation.
Christie Nordhielm, a Professor of Marketing at Georgetow, told Sky.com, “It’s a nice time to quietly do it. It will minimise the reputational hit.”