Neutrogena Naturals, hitting shelves in January, includes a pore scrub, a face and body bar, a face cleanser, a makeup remover and a lip balm — and is Neutrogena’s first new platform in 10 years. Items have been formulated to be between 86 percent and 100 percent natural, with “a small percentage” of synthetics in formulas — however it is free of sulfates, parabens, petrochemicals, dyes and phthalates. The line, which uses packaging made from 50 percent postconsumer recycled content, looks to take advantage of some of the weaknesses presented by the category’s smaller brands, namely availability, as many natural brands have a tight distribution; price, as Naturals is priced at $8 and below, and brand stability, as many of the niche brands in the category find it tough to compete at retail.
Source: wwd.com
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