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By Nivedita Jayaram Pawar

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American brand Neutrogena has opened a standalone store at Mumbai in July. This is the first boutique in the world for the brand which is a leader in premium, dermatologist-recommended skin and haircare.

Neutrogena, which is a subsidiary of Johnson & Johnson is distributed in more than 70 countries and headquartered in Los Angeles.

The brightly lit Neutrogena store in Phoenix Mills has been conceptualized like a beauty and health magazine — from an eye-catching cover (read window dressing), to in-depth features all shaped by a branded editorial perspective.

The beauty advisor serves as the face of the brand and interacts with the customer to set the stage for an in-depth Neutrogena brand experience.The Neutrogena boutique is built on four key principles — attract, educate, evaluate and decide, through the various experience zones. There are several touch points like Tru-View system, product samples provided in the private consulting area and the tester bar to provide a product experience to the customer.

Product ranges include ranges for deep cleansing, base cleansing, base moisture, fairness, suncare, Norwegian formula, anti-ageing and the men’s range.

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