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.
Petrakis, who joined Neutrogena 20 months ago from L'Oréal USA when the firm's makeup business transplanted to New York from Los Angeles, said the cosmetics market is "much more saturated [now than when it first launched to market in 1999]. And with really big companies that have 15 or 16 or 17 percent of the market, for us to compete we have to provide technology with benefits, new delivery systems and packaging that is created in a way that is simple for consumers to understand, but also pretty sophisticated." Industry sources estimate Neutrogena's cosmetics dollar share is less than half of those numbers.
This year also marks Neutrogena's big push into color, as face makeup has traditionally been its bread and butter. In January, the brand launched Nourishing Eye Duos, which use formulas that are "loaded with soy" so as to condition the eye's upper lid, said Petrakis. The duos, available in eight shades, sell for $8.49 each. There is also Healthy Volume Mascara, for $7.99, which claims to build lash volume by 400 percent and is formulated with olive oil. Neutrogena also expanded its minerals franchise to include a compact foundation in eight shades, selling for $11 each.
Summer items, a first for Neutrogena, include several line extensions, such as a new liquid mineral foundation, Mineral Sheers Liquid Makeup, packaged in a vial with a brush on one end for application. The foundation is available in 12 shades and "is one of our bigger lines, and is why the retailers expanded our space," Petrakis said. There's also a new shade of 3-in-1 Concealer for Eyes with SPF 20 for $9.99, and new shades of MoistureShine Lip Soothers and MoistureShine Lip Sheers.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion