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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast