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with an independent chemist regarding his ideas for future
products. In February 1989, tests revealed a recurrence of cancer.
Physicians in Hawaii encouraged Mr. Mitchell to begin chemotherapy,
but he refused.
Mr. DeJoria avoided disclosing the severity of Mr. Mitchell's
illness to quell any fears about the uncertainty of JPMS' future
without Mr. Mitchell. Upon Mr. DeJoria's instruction, Mr.
Mitchell's illness was portrayed as bacterial food poisoning.
Rumors circulated that Mr. Mitchell was suffering from AIDS or
cancer.
To a degree, the 1989 advertising campaign (which was shot in
November or December 1988) still focused on Mr. Mitchell. However,
Mr. DeJoria and JPMS began shifting emphasis away from Mr. Mitchell
as an individual and towards the products themselves. In fact, one
campaign attempted to focus on Mr. DeJoria, featuring him and his
daughter in an advertising campaign for "Baby Don't Cry" shampoo.
After performing at the West Coast Beauty show in San
Francisco in March 1989, Mr. Mitchell returned to Honolulu, where
he visited physicians. Later that month he traveled to Mexico to
begin receiving laetrile treatments. He remained in Mexico until
his return to Cedars Sinai Hospital, where he died on April 21,
1989, at the age of 53. The cause of death was listed as liver
failure due to liver and pancreatic cancer. As of the time of his
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