Neutrogena Corporation began its success story when founder Emanuel Stolaroff started a small specialty cosmetic company called Natone in California back in 1930. Whist on a business trip to Europe, Stolaroff had heard of an unusual soap developed by Dr. Edmond Fromont, a Belgian cosmetic chemist. Fromont's patented formula produced a mild, clear soap that rinsed quickly and easily from the skin. It leaves essentially no soap residue, allowing the skin to return to its normal pH quickly. Stolaroff believed there was a market for such high quality soap and arranged to import and distribute the Neutrogena brand product in the United States. Setting the course for future growth, he emphasized the transparency of the soap to clearly communicate its difference. By 1962, Neutrogena soap was so synonymous with the company image that the company was officially changed to Neutrogena Corporation. As Neutrogena gained a unique acceptance by the medical profession, a new emphasis was directed toward marketing and research efforts to create a line of safe, mild, premium quality skincare products.