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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)