Plaintiffs lawyer Allen Smith introduced jurors in a St. Louis courtroom to his case over Johnson & Johnson’s baby powder by telling the story of “The Bad Company” that sold ruby red lipstick made from the mineral “kill,” which its executives knew, but failed to warn, caused cancer.

“I just told you the story of Johnson & Johnson in this case. They are The Bad Company,” Smith said in opening statements on Thursday, according to a broadcast by Courtroom View Network. “This a big, important case. Very big. The verdict effects hundreds, if not millions, of people, and the Johnson & Johnson board of directors is watching this jury.”