For years, J&J has faced lawsuits accusing it of hiding cancer risks tied to its talc-based baby powder. Its cornstarch-based baby powder will stay on the market.
J&J’s cornstarch-based baby powder, which has been on the market since 1980, will continue to be sold in the U.S. and Canada. Widmer said three-quarters of its U.S. baby-powder customers use the cornstarch product, while a quarter rely on the talc-based product. Outside the U.S. those numbers are reversed, Widmer said, and the talc-based product will continue to be distributed abroad.
Johnson’s Baby Powder accounts for less than 1% of the company’s U.S. consumer-health revenue. It has seen a decline in sales over the last few years as consumer habits have changed, Widmer said. In a statement, the company blamed “misinformation around the safety of the product and a constant barrage of litigation advertising” for the drop in demand.
Talcum powder has long been a mainstay of baby products because the mineral keeps skin dry and prevents diaper rash. Talc mines, however, can also yield asbestos, a mineral once used in products such as building insulation. Some companies have found cornstarch can offer the same benefits as talc without the asbestos risk.
Yanking its talc-based baby powder off the market could limit the number of cancer lawsuits the 127-year-old product generates each year. J&J officials said last month that they’d had a 15% increase in the number of suits alleging baby powder causes various kinds of cancer.Still, J&J “remains steadfastly confident in the safety of talc-based Johnson’s Baby Powder,” the company said in a statement.
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