Neutrogena parent company Kenvue’s stocks fell Monday, according to MarketWatch, a day after a woman once closely tied to the brand was found dead.
Hayden Panettiere died Sunday at age 36. She not only appeared in TV shows and films during her decades long career – she was often seen in commercials and ads for Neutrogena in the 2000s and early 2010s.
Then, something happened. In her recent memoir and in an interview with Jay Shetty, Panettiere said that her decade-long deal with the skincare brand ended after she discussed post-partum depression on the “Live with Kelly and Michael” talk show in 2015. Panettiere told Shetty she was caught off guard by the company’s reaction.
“Of all the things that they would fire me over, this is the last thing I thought they would fire me over,” said Panettiere, who explained that she had been under a morals cause with Neutrogena since she was a teenager.
She added that: “It made me realize exactly what people thought of women who experience postpartum depression.”
According to the U.S. Centers for Disease Control and Prevention, one in eight women report symptoms of depression after giving birth, and 20% of women aren’t even asked about depression during prenatal visits. Half of pregnant women with depression aren’t treated, per the CDC.
“Postpartum depression is not a character flaw or a weakness,” the Mayo Clinic stresses. “Sometimes it’s simply a complication of giving birth. If you have postpartum depression, prompt treatment can help you manage your symptoms and help you bond with your baby.”
Following Panettiere’s death, there was renewed attention to her comments about Neutrogena. On the brand’s social media posts, you can find many comments decrying its treatment of the actress, as well as calls to boycott.
Neutrogena posted a statement regarding Panettiere Thursday that seemed to acknowledge her complaints.
“We are deeply saddened by Hayden Panettiere’s passing. For more than a decade, Hayden was a valued member of our Neutrogena community. We are proud to have partnered with her and understand that we made her feel unsupported during a very difficult time. This is not what Neutrogena stands for or who we want to be,” it said.
Comments on the post were turned off. However, comments on another recent post call out the brand.
“Apology with comments turned off how original. I will never buy neutrogena ever again. I hope this runs the company to the ground,” said one commenter.
“Turning off comments on your ‘statement; is a choice. She didn’t ‘feel unsupported’. Hayden WAS unsupported. By you,” said another
Complex noted that the decline in Kenvue shares has been relatively modest, and “not the full-scale crash suggested by some reports.” It also said “there is also no definitive evidence tying the movement exclusively to the Panettiere controversy.”
Panettiere, known for her roles on “Heroes” and “Nashville”, was found in cardiac arrest in her Greenville, S.C., apartment last Sunday. Panettiere’s on-and-off boyfriend, Brian Hickerson, was at the apartment when she died, as was his brother, Zach, were at the apartment at the time of her death, Fox News Digital reported.
People magazine reported that her death was apparently from an overdose. The prolific actress has been open about her struggles with mental health and addiction amid a life in the public eye and in the wake of her brother Jensen’s unexpected death at age 28 in 2023. Just before her death, Panettiere discussed some of these challenges in an interview with CBS’ Gayle King.
An investigation into the circumstances around Panettiere’s death was opened by the Greenville City Police Department. This week, the U.S. Drug Enforcement Administration joined the investigation.
“There’s nothing to be shared at this time as the investigation is ongoing but we are hopeful that justice will be served,” said a statement from Panettiere’s representative shared with ABC News.
