e.l.f. Disney Snow White the Fairest of Them All Eye Collection

Differentiation is more critical than ever before in the store brand space. To set themselves apart from the competition, retailers need to develop truly unique products in packaging that pops on the shelf.

Each month, Store Brands takes a look at an innovative new private label product and calls out some key differentiating aspects. This month, we examined e.l.f. Disney Snow White The Fairest of Them All Eye Collection, a limited-edition set produced exclusively for Deerfield, III.-based Walgreen Co.