PR CRISIS

CASE
JOHNSON
&
JONHSON
BABY
 Mai Thy Thanh Van

MEET
THE
TEAM Nhu Quynh Minh Tam
 WHAT IS
IT?
This is J&J baby powder

JOHNSON & JOHNSON PR CRISIS 01. WHAT? WHEN? WHERE?

 TALC
Causes ovarian cancer and
POWDER
mesothelioma for women

JOHNSON & JOHNSON PR CRISIS 01. WHAT? WHEN? WHERE?

 1964 2007
TIMELI 2020

NE
Memos as early as 1964 - J&J faces over 20,000 lawsuits

----------------
----------------
Echeverria, who had used talcum
speculated on some problems powder for many years, was - stop selling talc-based baby powder
with genital use of talc. diagnosed with ovarian cancer. in the US & Canada.

Mid-1990's: Epidemiological Discontinued sale of

The tally of damages from

---------------
studies showing connection
---------------

---------------
verdicts against J&J is already in talc-based powder and
between use of talc and cancer. cornstarch-based was a
the hundreds of millions of
dollars. replacement.

1990 2017 2022-2023

JOHNSON & JOHNSON PR CRISIS 01. WHAT? WHEN? WHERE?

 • Victims and their families
• Other companies (especially cosmetics

WHO companies)

WERE
AFFECTED?
Darlene Coker - the first victim to allege
Johnson & Johnson for containing cancer-
causing ingredient

JOHNSON & JOHNSON PR CRISIS 02. WHO? WHY?

 WHY
WAS
J&J • Some of the most notable lawsuits relates
to their products (talcum powder

SUED? products)
• 2020: Announced to stop selling talcum
powder in the United States and Canada

JOHNSON & JOHNSON PR CRISIS 02. WHO? WHY?

 LAWSUI
23RD The proposed settlement
would be paid out over 25

APRIL years
=> is expected to end this
legal drama and improve
TS the company's image

Agreed to pay $8.9 billion

to fight over the
company's talcum powder
products 2023
JOHNSON & JOHNSON PR CRISIS 03. LAWSUITS
 RESUL
TS
01 Appealing the verdicts that
favored plaintiffs
02 Guided by “the science”

"Deeply sympathize" - company Talc-based will be phased out

03 04 internationally in 2023

05 Products will be
cornstarch-based
06 Discontinuing North
American sales

JOHNSON & JOHNSON PR CRISIS 04. RESULTS

SOLUTIO
N WE NEED TO BUILD UP
ITS REPUTATION AGAIN.

JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS

 PROD
UCT Quality
Packaging
Formula
JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS
 BRA
Evicted the talc-based on

ND
worldwide by replacing the
cornstarch-based which is a
health-friendly product.

Apology for publishing

• official websites
• press conferences
• social media
JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS
OBJECTI
VE
Placed consumers first by
recalling baby powder from store
shelves and offering replacement
products in the safer form free of
charge, new packaging

JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS

 • Get new products being qualified by medical centres

• Use an expert as a person who tries the new formula for 1 month and
TACTI
follows their health before and after 1 month use the product
• Soft sale: Buy 1 baby powder bottle, get one free

small-sized shampoo bottle

CS

JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS

 ON
EVALUATI
Strength Weakness

Needs to choose the reliable experts and

Can ensure the quality of the product
medical centers

Receive valuable feedbacks and insights from

Takes a lot of time
experts

Make consumers believe in the product High cost

JOHNSON & JOHNSON PR CRISIS 05. SOLUTIONS

 Q&A TIME!

JOHNSON & JOHNSON PR CRISIS 06. Q&A

THANK
YOU
THANK
YOU
THANK