Rigorous data gives acetaminophen brands footing to reassure pregnant consumers.

Kimberly-Clark has agreed to buy consumer health company Kenvue for more than $40 billion. The acquisition significantly expands Kimberly-Clark’s presence in the over-the-counter (OTC) consumer health market, and gives it an entry into the lucrative beauty and skincare category. The acquisition will allow the company to stay relevant with shoppers who are prioritizing health and wellness purchases—even while cutting back on other spending. But in order to extract maximum value from Kenvue, Kimberly-Clark will have to take a leaf from competitor Procter & Gamble and rely on innovation and marketing to revitalize sales.

Texas Attorney General Ken Paxton is suing Johnson & Johnson and Kenvue, alleging that the companies “deceptively market” Tylenol to pregnant mothers despite knowing the pain medication increases the risk of autism and ADHD in children. The lawsuit comes just a few days after President Trump again warned pregnant mothers not to take Tylenol “unless absolutely necessary” and not to give young children the medication. Kenvue will now need to take action, given the unpredictable nature of when Trump will comment next, along with his administration’s efforts to relabel Tylenol. Efforts should emphasize direct consumer assurance of the drug’s safety, trusted expert validation, and physician-first communication.

The FDA is considering a change to the labels of Tylenol and other drugs containing acetaminophen. The new label would warn that using these drugs during pregnancy might be linked to a higher risk of autism and ADHD in children. Marketers in this space will want to be transparent in ads and promotional materials that their medicine contains acetaminophen since consumers are far less familiar with ingredients than prescription drug brands. Campaigns should avoid using language overstating the certainty that acetaminophen isn’t linked to autism and re-emphasize that pregnant women should always consult their doctors before taking the medicine.

Retail media has rapidly evolved from a nascent idea into a core pillar of digital advertising. “If retail media was a baby, it would be like crawling or maybe walking… you still need to get the fundamentals right,” said Arthur Sylvestre, vice president, digital commerce at Danone North America at EMARKETER’s Future of Digital Summit event.

Tylenol maker Kenvue is preparing for a government report that may link Tylenol to autism. The company must counter misleading claims by running targeted awareness campaigns. It can partner with influencer marketing agencies to feature women who used Tylenol during pregnancy and doctor-moms. Kenvue's messaging should highlight study data that confirms there is no proven link between Tylenol and autism.

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As the path to purchase becomes more fragmented, brands must be everywhere the customer is—and retail media partnerships are stepping up. “There really isn't [one] common flow, and so you really have to make sure you're present in any place the consumer is thinking about your brand's products,” Eric Tarnowski, senior vice president, connected commerce at Kenvue, said during Advertising Week New York. “Every conversion point is a brand-building opportunity.”

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