Neutrogena Corporation started out as a small specialty company called Natone. It was founded by Emanuel Stolaroff. In its early years, Natone was a supplier to beauty salons associated with the film industry. It began manufacturing cosmetics for the retail market in the 1940s. While on a business trip in Europe, Stolaroff met Dr. Edmond Fromont, a Belgian cosmetic chemist, who had a patented formula that produced a mild, clear soap that washed off easily from one’s skin leaving no soap residue.
Stolaroff knew that there was a market for this high quality soap and he made arrangements and imported the soap to the United States and distributing it as the Neutrogena brand. Stolaroff emphasized the transparency of the soap to clearly communicate to people that it was different. He also targeted sales to new distribution channels at the time – department stores and drug stores. Since Neutrogena soap became synonymous with the company image, Neutrogena became the company’s official name by 1962. Lloyd Cotsen became president of the company in 1967 and started to promote the benefits of Neutrogena soap to medical professionals. It is this strong relationship between Neutrogena Corporation and dermatologists that gave the company an exceptional competitive advantage.
When Neutrogena gained acceptance by the medical profession, efforts were directed toward creating a new line of safe, mild, premium quality skin care products. The company went public by 1973 and Neutrogena entered the hair care market in 1980. In 1994, Neutrogena became part of the US based Johnson & Johnson conglomerate.
Neutrogena provides some of the world’s best hair and skin care products, and it has been endorsed by dermatologists from different countries. Neutrogena products cater to men, women and teenagers. Neutrogena emphasizes that one does not have to go to a salon or dermatologist to get the best skin care treatment. You can go online where you can find microdermabrasion kits that give the same type of treatment that you would get at a spa or salon at only a fraction of the cost.
Today, more people equate health with beauty and with Neutrogena’s focus on their clientele’s health its future growth is guaranteed.