On July 27, 2021, the National Council of Negro Women (NCNW) sued Johnson & Johnson (J&J) for targeted marketing regarding its controversial talcum powder products. The advocacy group claims J&J knew its talc-based products were harmful to consumers. Its talcum powder products have been linked to asbestos exposure and ovarian cancer.\r\n\r\nDespite this knowledge, J&J marketed these products without warnings and geared ad campaigns toward Black women. Claimants say their lifelong use of these products ultimately led to cancer.\r\n\r\n<a href="\/asbestos-exposure\/">Asbestos exposure<\/a> is linked to diseases, such as <a href="\/mesothelioma\/">mesothelioma<\/a> and other <a href="\/asbestos-cancer\/">types of cancer<\/a>.\r\n<h2>Johnson & Johnson Focuses Marketing Strategy on Black Women<\/h2>\r\nJ&J\u2019s talc-based products, such as baby powder, have been household staples for decades. However, in recent years, the popularity of these products has waned. This prompted the company to refocus its marketing toward a high-use demographic.\r\n\r\nInternal communications from 2006 suggest J&J redirected its marketing efforts toward Black women. At the time, 60% of Black women were using J&J\u2019s talc-based products. In comparison, during the same time period, only 30% of the general population were using the products.\r\n\r\nJ&J created ad strategies to appeal to Black women specifically. The company provided 100,000 samples at churches and other areas throughout Chicago. A 2010 radio campaign targeted "curvy Southern women 18-49 skewing African American."\r\n\r\nJ&J even considered signing Black female icons, such as Aretha Franklin or Patti Labelle, as spokeswomen for its products.\r\n\r\nNCNW claims not only did J&J target Black women, but the company knew its products were unsafe.