The Brand Neutrogena
THE NEUTROGENA STORY
Neutrogena Corporation, headquartered in Los Angeles, began its success story when, in 1930, founder, Emanuel Stolaroff, started a small specialty cosmetic company called Natone. In the early years, Natone was a supplier to Beauty salons usually associated with the glamour of the film industry. By the 1940’s, Natone began manufacturing and distributing cosmetics for the retail market.
In 1954 on a business trip to Europe, Stolaroff heard of an unusual soap developed by Dr. Edmond Fromont, a Belgian cosmetic chemist. Fromont’s patented formula produced an unusually mild, clear soap that rinsed quickly and easily from the skin, leaving essentially no soap residue. Eleven minutes after washing with this unique soap, the skin was able to return to its normal pH - just one minute more than if it had been washed with only plain water! Hence the name, “Neutrogena.”
Stolaroff believed there was a market for such a high quality soap and arranged to import and distribute the Neutrogena brand product in the United States. Setting the course for future growth, he emphasized the transparency of the soap to clearly communicate its difference. In addition, he targeted sales to new distribution channels - department stores and better drug stores.
By 1962, Neutrogena soap was so synonymous with the company image that the company name was officially changed to Neutrogena Corporation. Lloyd Cotsen, an integral member of the Neutrogena family, became President of the company in 1967 and made another key decision that would profoundly influence the future of the company - to promote the advantages of Neutrogena soap to the medical profession. The strong relationship between Neutrogena Corporation and dermatologists gave the company an exceptional competitive advantage.
As Neutrogena gained a unique acceptance by the medical profession, a new emphasis was directed toward marketing and research efforts to create a line of safe, mild, premium
Neutrogena Corporation, headquartered in Los Angeles, began its success story when, in 1930, founder, Emanuel Stolaroff, started a small specialty cosmetic company called Natone. In the early years, Natone was a supplier to Beauty salons usually associated with the glamour of the film industry. By the 1940’s, Natone began manufacturing and distributing cosmetics for the retail market.
In 1954 on a business trip to Europe, Stolaroff heard of an unusual soap developed by Dr. Edmond Fromont, a Belgian cosmetic chemist. Fromont’s patented formula produced an unusually mild, clear soap that rinsed quickly and easily from the skin, leaving essentially no soap residue. Eleven minutes after washing with this unique soap, the skin was able to return to its normal pH - just one minute more than if it had been washed with only plain water! Hence the name, “Neutrogena.”
Stolaroff believed there was a market for such a high quality soap and arranged to import and distribute the Neutrogena brand product in the United States. Setting the course for future growth, he emphasized the transparency of the soap to clearly communicate its difference. In addition, he targeted sales to new distribution channels - department stores and better drug stores.
By 1962, Neutrogena soap was so synonymous with the company image that the company name was officially changed to Neutrogena Corporation. Lloyd Cotsen, an integral member of the Neutrogena family, became President of the company in 1967 and made another key decision that would profoundly influence the future of the company - to promote the advantages of Neutrogena soap to the medical profession. The strong relationship between Neutrogena Corporation and dermatologists gave the company an exceptional competitive advantage.
As Neutrogena gained a unique acceptance by the medical profession, a new emphasis was directed toward marketing and research efforts to create a line of safe, mild, premium
Bibliography: www.neutrogena.com Brandweek magazine Indo-Asian News Service www.wikipedia.org www.google.com The Bombay Times THANK YOU