Analysis of Neutrogena competitors

In order to define the current position of Neutrogena on the Russian market we conducted the analysis of Neutrogena’s competitors. The main competitors include: L’Oreal, Garnier, Green Mama, Vichy, Clinique, La Roche-Posay, Clarins, Lierac, Yves Rocher, Natura Siberica, Clearasil, Himalaya Herbals, Body Shop, SkinFood, Clean and Clear, Nivea, Baikal Herbals, Chistaya Linia and Sto reseptov krasoti. The competitive landscape of Russian cosmetics markets is presented below. Two dimensions – price and distribution - were taken into account. Our aim was to reveal the price of competitive products and variety of their distribution channels. It was noticed that only Clearasil has similar distribution characteristics with Neutrogena.

 The majority of competitors’ series possess only ordinary gel and foaming skin cleansers, scrubs and masks. There are two exceptions – L’Oreal Pure Zone Pure Chrono Clear and Garnier Pure Active Exfo-Brusher Wash. They are supposed to provide deeper skin cleaning; therefore, we could consider them  to be main competitors of Neutrogena.

Both products aimed to deeply clean the skin, to remove dead skin and fade marks. They are different in terms of chemical composition; however, salicylic acid remains to be the main element in both products. Furthermore, they have different number of fibres. L’Oreal Pure Zone Chrono Clear has 500 fibres, whereas Garnier Pure Active Exfo-Brusher Wash  - only 170 ones.

We have examined a variety of reviews on different Russian and foreign blogs and forums and revealed that consumers mention similar advantages and disadvantages of both products, which are presented below.

Advantages:

• Soft brush
• Neutral or nice smell
• Easy to use
• Massage effect
• Removes and prevent blackheads
• Removes dead skin cells
•  Reduces surface sebum levels

Disadvantages:

•  No significant acne reduce
• Tight and dry skin after use
• Necessity to carefully clean the brush after use due to hygienic concerns (bacteria spread)

 Doubts:

• No visible effect
•  Poor quality-price ratio
• Fake-products ( Russian women are afraid of fake L’Oreal and Garnier products because of the previous experience)

 Than we asked ourselves whether Neutrogena Wave possesses all the advantages that main competitors have. The answer was YES.

Does Neutrogena WAVE have any of the listed disadvantages? The answer was NO.

Would consumers experience the same doubts while taking the purchase decision? NO. 

Therefore, we concluded that Neutrogena WAVE would bring all those benefits to consumers which they don’t meet now.