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.

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