johnson & johnson
Consumers have lost faith and trust in the Johnson & Johnson brand because of allegations that talcum powder causes ovarian cancer.
- 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
- Consider other’s opinions as a guide to make
their own decisions
- Research products before using them
- 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
- 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
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.
Johnson & Johnson reports that 70% of their powder is used by adults who often have powerful memories associated with the smell.
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.
The micro-site displays the powder packaging through the years to emphasize heritage and generations of consumer products.
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.