The Atlantic Takes on the Mystery of “Private-Label”

A few weeks ago, I received an email from Joe Pinsker a staff writer at The Atlantic, who covers families and education. It’s not uncommon to receive questions from journalists so took a few moments and spoke to Joe. Speaking to a reporter from The Atlantic was an interesting change from the standard overworked beat writer for a slowing dying daily newspaper or trade magazine.

Joe Pinsker

Joe’s immersion into private brand comes via his personal intrigue over the pricing of a bottle of NBE Daily Facial Cleanser he purchased from CVS, the national brand and other options on Amazon. Hopefully, the exploration will introduce him to the truly interesting men’s Health and Beauty private brands.

A few recommendations:

Take a moment and read his article, complete with a few quotes from yours truly.

The Two Most Mysterious Words in Modern Shopping

I investigated the origins of my face wash and stumbled into the peculiar world of private-label products.

My face wash goes by many names. About a decade ago, I started using a product under the brand name Cetaphil because, as best as I can remember, a dermatologist recommended it to me. At some point not too long afterward, I elected to save a couple of bucks by switching to a similar-looking product, one with a CVS logo, that sat next to Cetaphil on the shelf. I’ve stayed more or less loyal to that Cetaphil look-alike ever since, and have grown accustomed to the texture and odor of this particular translucent goop, as well as its price points: $13.49 for Cetaphil and $10.99 for the store brand when I last checked at a CVS.

Read the entire story.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.