Neutrogena Paper

8069 Words Jan 23rd, 2012 33 Pages
|Johnson & Johnson |
|Neutrogena |
|Entrance into China |

|Ted Baskerville |
|5/31/2011 |

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Our Company

Neutrogena was founded in 1930 by Emanuel Stolaroff. Before it was Neutrogena, it was known as Natone and its purpose was to supply specialty products to beauty salons who served the Hollywood film industry. In the 1940’s Natone decided to expand its manufacturing and distribution to the larger retail market. When Stolaroff was travelling in Europe in 1954, he was inspired to invest in a new product which he believed would lead the future of Natone’s operations. Dr. Edmond Fromont, a Belgian cosmetic chemist, had come up with a new soap which was easily rinsed off the skin and left no soap residue. It was found that eleven minutes after using the soap, a person’s skin pH would return to normal – this was unheard of at the time. Stolaroff decided to call the soap “Neutrogena” and made arrangements to import and distribute it in the United States through department stores and drug stores. By 1962 the special soap had become such an integral part of Natone’s business that they changed the company name to Neutrogena Corporation. In 1967, Stolaroff handed over the reins of the company to his son-in-law Lloyd Costen. Over the next 20 years, Costen’s niche-marketing strategy would catapult the company into great success. The company was so successful with their products that competitors like Wal-mart and Johnson & Johnson began producing similar products at lower prices. By the 1990’s

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