October 21, 2025 – Kenvue, the maker of Nicorette®*(nicotine replacement therapy), today announced the launch of its Total Quit™ campaign. Total Quit™ is defined as achieving freedom from tobacco and nicotine. Through its campaign, Kenvue aims to raise awareness and take action on this public health challenge.
Recent research shows that nearly one in five nicotine users start by using products such as electronic cigarettes or nicotine pouches, instead of traditional cigarettes.1 The rate is double in markets like the U.K.2 While progress has been made to reduce cigarette smoking rates globally, an immediate and renewed policy approach is needed to address the evolving challenges associated with the emergence of new nicotine and tobacco products.
“At Kenvue, we’re working towards a world that is free from both tobacco and nicotine” said Russell Dyer, Chief Corporate Affairs Officer, Kenvue. “We know that 75% of cigarette3 and 70% nicotine users1 want to quit, yet tobacco and nicotine continue to be one of the major contributors to poor health across the globe. That’s why we’re launching Total Quit and calling on stakeholders to take immediate action.”
As part of its Total Quit™ campaign, Kenvue aims to work with policymakers to:
- Regulate all Tobacco and Nicotine Products: The use of alternative tobacco and nicotine products poses a significant public health risk, particularly among young people who might have never used cigarettes before, and requires appropriate regulation. Kenvue calls on all countries to fully implement and enforce the World Health Organization (WHO) Framework Convention on Tobacco Control (FCTC) and WHO MPOWER measures, and to effectively regulate the emerging alternative tobacco and nicotine products.
- Support a Total Quit™: Kenvue urges policymakers to prioritize access to evidence-based, effective cessation tools and resources for smokers and users of alternative nicotine products to complete their Total Quit journey.
The launch of Total Quit™ coincided with the World Congress of Pharmacy and Pharmaceutical Sciences that took place in Copenhagen, Denmark, in recognition of the pivotal role pharmacists and healthcare professionals play in an individual’s journey to becoming free from tobacco and nicotine. 22% of smokers and nicotine users attempt to quit due to a healthcare professional recommendation4, making the role of Health Care Professionals (HCPs) critical in achieving a world free from tobacco and nicotine.
Kenvue is committed to providing innovative cessation solutions for smokers and nicotine users wanting to quit and supporting public health initiatives aimed at eliminating tobacco and nicotine. The company is dedicated to a world where its Nicorette® products are no longer needed.
Total Quit™ marks the latest effort by Kenvue to promote action that supports people addicted to tobacco and nicotine. Since October 2022, Kenvue has been an active member of the WHO’s Tobacco Cessation Consortium, a group of partners in the private and public sectors to help people access essential cessation support and treatment to deal with tobacco dependence.
About Kenvue
Kenvue is the world’s largest pure-play consumer health company by revenue. Built on more than a century of heritage, our iconic brands, including Aveeno®, BAND-AID® Brand, Johnson’s®, Listerine®, Neutrogena® and Tylenol®, are science-backed and recommended by healthcare professionals around the world. At Kenvue, we realize the extraordinary power of everyday care. Our teams work every day to put that power in consumers’ hands and earn a place in their hearts and homes. Learn more at www.kenvue.com.
About Nicorette®
Nicorette® is a Kenvue brand* and global leader in Nicotine Replacement Therapy (NRT). For more than 40 years, we have been providing a broad range of products, information and support, to help more people in the world achieve freedom from tobacco and nicotine. For more information, please visit the Nicorette® website.
* NICORETTE® is not marketed or sold by Kenvue in the United States. Nicorette® is a brand of McNeil AB, a subsidiary of Kenvue Inc.