Hair relaxer (uterine and endometrial cancer) — advertising approach

The hair relaxer cancer mass tort docket emerged following the October 2022 NIH Sister Study findings published in the Journal of the National Cancer Institute, which linked long-term chemical hair relaxer use to substantially elevated rates of uterine and endometrial cancer. Litigation began in late 2022 and has grown rapidly, with the JPML consolidating cases into MDL 3060 in the Northern District of Illinois in February 2023.

Defendants include L'Oreal USA, Strength of Nature, Soft Sheen-Carson, Namaste Laboratories, and other major hair-care manufacturers. The plaintiff population is predominantly Black women — chemical hair relaxers have been disproportionately marketed to and used by Black women in the U.S. for decades.

Qualification centers on long-term hair relaxer use combined with uterine cancer, endometrial cancer, or related reproductive cancer diagnosis. Settlement frameworks have not yet been established as the docket is in earlier stages.

Highfloor supports per-firm hair relaxer flights with bar TV in metros with substantial Black populations — Atlanta, Chicago, Houston, NYC (Brooklyn, Queens), Detroit, Memphis, DC/Baltimore, plus the broader Southeast and Mid-Atlantic. Bar TV venue selection skews toward casual dining, brunch-and-evening venues, and broader hospitality settings serving the affected demographic.