By  on March 14, 2008

Neutrogena's slow and careful strategy of building its cosmetics portfolio with only a few technologically focused items each year is being recognized by retailers as chains expand space the brand owns on cramped cosmetics walls in 2008.

This year Neutrogena has grown from 3-foot sets to 4-foot sets in most drug and mass stores, and continues to hold its 8-foot sections in Target and Wal-Mart units, despite an increasingly competitive environment. Leela Petrakis, general manager for Neutrogena's cosmetics business, said the additional space is attributed to a repositioning by retailers as they phase out slower-moving items, as well as to Neutrogena's new strategy of launching products in January and in the summer instead of just once a year in January.

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