An Ingredient Playbook

Founded in 1886, Johnson & Johnson is one of the world’s oldest and most trusted providers of consumer care products. Over the last decade, however, Johnson & Johnson has faced significant challenges in shaping perceptions of the health, safety, and environmental sustainability of its personal care products. As a result, Johnson & Johnson has faced public policy, regulatory, and reputational challenges. To assist the client in understanding the origin and escalation of product ingredient issues, the Capstone team examined three cases—parabens, microbeads, and the “toxic tub”—in which public concern about ingredients resulted in policy responses or reputational issues. The team’s review identified key stakeholders, trigger points, and milestones in each case. Based on this analysis, the Capstone team crafted a “playbook” to highlight key points of engagement and to guide Johnson & Johnson on strategies for addressing ingredient issues more effectively.