Research Outline

Talcum Powder Lawsuits


In order to inform the design of a client web page, provide information on the talcum powder/ovarian cancer epidemic. Information should include who is being affected, how many people are affected, what information these people need when choosing a lawyer, demographic and psychographic details of affected groups, and examples of advertising from law firms on the issue.

Early Findings


  • US women who began using baby powder in their teen years as part of a daily hygiene routine have been diagnosed with ovarian cancer in their mid 40s and 50s.
  • These women would have been in their teens or older in the 1950s, 1970s and as late as 2003, the dates that Johnson and Johnson labs tested positive for asbestos.
  • Specifically, women who were overweight and living in hot climates (the Southern US) were targeted by advertising for baby powder as a feminine hygiene product. Therefore, these women may be more likely to have used the power and developed cancer.
  • Additionally, African American and Hispanic women were targeted.


  • So far, 11,700 plaintiffs have sued as part of this epidemic.
  • Some research has suggested that using baby powder on the genitals as part of a daily routine doubled the rate of ovarian cancer.