AXE SCENTS IT UP: Unilever's Axe brand is entering the fragrance game in the fall with a male scent called Axe Lab, to retail for $29.95.

NEUTROGENA HEADS EAST: Neutrogena has moved closer to parent company Johnson & Johnson with its official home now in Chelsea as of Monday. The company also has a busy lineup planned for next year with new items including Glow Sheers, Mineral Sheers Blush and Moisture Shine Soothing Lip Color. Glow Sheers are made from a multivitamin complex and are designed to provide lightweight coverage and a natural glow. Retailing for $12.25 each, the product launches in January and will be available in four sheer skin tones, an allover face bronzer and an allover face bronzer with a sunless tanner. Next spring, the company will introduce five Mineral Sheer Blushes — three soft shades and two illuminating shades, each retailing for $12.25. Neutrogena also will launch 10 lip colors in Moisture Shine, which will retail for $8.99 each. Packaged in shiny metal, the lip colors have an SPF 20 and will include colors such as Sparkling Nude, Peach Sorbet and Shimmering Blush.

MARYKATEANDASHLEY: A premium scent for the famous twins could be in the works from Coty. Coty has opened up distribution to mass on Baby Phat and JLo Live.

FORMULA FOR SUCCESS: Physicians Formula is red hot and the company plans to add 133 new items next year. With more space up for grabs on peg walls, Physicians hopes to expand at least two more feet.

RICH IN MINERALS: "Leslie Blodgett was onto something with Bare Escentuals and there was nothing in the mass market," said Allan Mottus, industry consultant. Now there are several options. Neutrogena was first out of the market, followed by L'Oréal. At Marketplace there were also entries from Mirage and Milani. Retailers wonder if the mass market is ready to convert from traditional products to minerals and if there is room for a plethora of entries.

THE NATURAL MOVE: Retailers including Walgreens, CVS and Longs Drugs are experimenting with naturally positioned products from companies such as Burt's Bees and Jason. Marketplace was a hotbed of natural and organic debuts.ANTIAGING FOR AVEENO: Aveeno is hopping on the antiaging bandwagon with four new items it plans to introduce early next year. Composed of natural active ingredients, the products are designed to exfoliate, renew and regenerate.

HOT PICKS: Teen People's Trendspotters once again chose what products they thought were standouts at NACDS Marketplace. Out of 10 winners, eight were in the beauty category: Jane & Co. won Hottest Cosmetic Product for its Makeover in a Box; Neutrogena's Hair & Body Wash won Hottest Hair Care Product, and Bodycology Lotions & Body Wash won Hottest Skin Care. Bonne Bell took home two awards, Hottest Daily Hygiene Product, for its strawberry Starburst Body Wash, and Hottest Product Innovation for Flip Style. Most Buzz-Worthy Product went to Lotta Luv Lip Glosses and Lip Balm products. Biore won Hottest Packaging and TAG Body Shot won Hottest Product Delivery.

MEET THE MARKET: Meet the Market has continued to evolve with buyers and suppliers saying the meetings have become an efficient way to generate interest in new items. There were about 12,000 eight-minute meetings over the three days of Meet the Market.

MASS CONFUSION: According to a survey of women executives — who are also primary shoppers — foundations and lipsticks are as confusing to shop as computers and jeans. "What does that say about what we are doing in our stores?" questioned Wendy Liebmann, president of WSL Strategic Retail. She hosted a panel of executives calling for improved education on packaging, in-store testers, saleable samples and edited elections.

AMBI REACHES OUT: Ambi, under the Johnson & Johnson family, extends its reach into multicultural skin care, targeting not just African-Americans, but women with richer skin tones including Asian and Latina skin types. The company, known for general facial skin care, has plans to extend into body care, too. This month the company launched a daily facial care line, along with reformulating its fade creams to better meet the skin care needs of women with richer skin tones. Ambi's Even & Clear skin care line — made up of a foaming cleanser, exfoliating wash, daily moisturizer and acne-clearing treatment — is designed to help treat and prevent breakouts and minimize dark marks. According to a source, Ambi plans to bring in $10 million within first-year sales, and $60 million over the next five years.

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