NEW YORK — Neutrogena is giving its moisturizers a face-lift this month.
The company has been rolling out repackaged versions of its seven-item line of moisturizers, which are distributed in about 35,000 mass merchandisers, drugstores and food stores.
“We wanted to contemporize our moisturizers and make each product easier to use,” said Rosanna McCollough, marketing manager for Neutrogena moisturizers. “We also wanted to make the line easier to shop.”
While McCollough declined to comment on sales figures, industry sources estimated that last year Neutrogena’s moisturizers had a wholesale volume of $18 million to $20 million.
The repackaging effort, along with a $2-off coupon promotion that is running now, is expected to boost sales 10 to 15 percent. That would mean this year’s wholesale volume could range from $20 million to $23 million.
McCollough noted that pricing would not be affected by the repacking. The price points will continue to range from $7.50 for a 2-oz. tube of Neutrogena Moisture to $13.85 for a 2.2-oz. jar of Light Night Cream.
All of the products now have a moisture-drop logo to distinguish the moisturizers from Neutrogena’s other products, such as cleansers, that are usually displayed on the same shelves.
Neutrogena’s lighter moisturizers — Moisture, Moisture SPF 15 and Moisture SPF 15 Sheer Tint — which used to be in 4-oz. pour bottles, are now in 4-oz. lockable pump dispensers. These three items, plus the 2.25-oz. jar of Light Night Cream, now have a cornflower blue band encircling the box, containing the Neutrogena name.
The two Intensified Moisture Products for dry skin — Intensified Day Moisture and Intensified Eye Moisture — feature the same design and logo as before, but now sport a coral band to distinguish them from the other products.
“Every item in the line used to be banded by a different color,” McCollough said. “It was really impractical since every time we launched a product, we had to give it a different color. Now similar products are tied into each other.”