johnson & johnson

problem

Consumers have lost faith and trust in the Johnson & Johnson brand because of allegations that talcum powder causes ovarian cancer.

users

talc talkers

I can’t believe this was harming me and they didn’t tell me.
Ages 45-80
Middle to upper class
Goal is to find a safe product that keeps them dry, fresh, and non irritated.
Concerned about health and smell
Loyal to an extent, will switch products if speculations occur
Consider other’s opinions as a guide to make their own decisions
Research products before using them

the classics

Everything is going to kill me, I’ve been using this since I was fifteen and I’m fine.
Ages 45-80
Middle Class
Goal is to use the product that keeps them dry, fresh, and non irritated.
Loyal to what they’ve been using for years, not a fan of change
Thinks people overreact about everything
Not motivated by trends
Stuck in their ways
Like the original scent

protective parent

We can’t buy that, it’s unsafe. What ingredients are in that?
Ages 24-35
New to parenthood
Health conscious, like all natural ingredients
Goal is to find the best and safest products for their baby
Want to prevent diaper rash for their baby.
Drawn to popular brands
Take into account what their peers say
Willing to spend a little extra if its safer
Love the baby fresh scent
Over protective

insights

J&J must reinstill safety into the eyes of their customers.
Customers want to know the product does not have talc and is safe for themselves and their family.
The customers will be loyal to a product if they trust it. Johnson & Johnson must prove to their consumers that their products are safe and that they have always cared for their customers. By designing a talc free package with elements from the time when J&J was a trusted brand consumers will be reminded that J&J is the product they've always known and loved. The vintage design will bring a sense of heritage in the home of the consumer.

final package

For the final packaging I chose a metal container and brought back the pink ribbon that was on all of the old Johnson and Johnson packages. The vintage typography and ornate detail will bring customers back to a time when they trusted the brand. Johnson and Johnson stated that 70% of their customers are adults, this is why I chose to call the product dusting powder rather than baby powder... it's not only for babies.

micro-site

The micro-site displays the powder packaging through the years to emphasize heritage and generations of consumer products.

magazine

A print advertisement with the statement "Styles may change... but our care for you hasn't." will regain trust with customers and reinforce that J&J isn't trying to harm them.