Until recently, products designed to deliver beauty benefits were a niche segment mostly limited to Asia’s beverage categories (particularly Japan, China and Taiwan). This functional claim has since expanded around the globe into other product offerings, such as cereal, yogurt and soup. The rise in beauty-enhancing goods provides consumers with an easier and more affordable option for tending to their appearance. No longer do the days of Botox-injected visits from the doctor serve as a sole means for one’s dosage of collagen; this skin-elasticizing agent is now a primary ingredient for many beauty food and drink products.
The segment also carries a multitude of other functional claims, including digestive, immune system and cardiovascular health. Pairing function-centric items with further health-enhancing product attributes proves an active strategy from both a purchasing and selling standpoint. One can safely assume that more consumers are looking to convenient, cost-effective formats for attaining their beauty and health benefits, which likely will result in the increase of brands leveraging dual-functionality over the upcoming months.
One new innovator to beauty food and drink brands comes from Nestle’s beverage lineup. Released under the brand name Glowelle, Nestle introduced this beauty drink to the U.S. in the late summer. Formulated with a proprietary blend of antioxidant vitamins, real tea, phytonutrients, and botanical and fruit extracts, the drink is available as both a ready-to-drink juice or powder to be mixed in consumers’ beverage of choice. One day’s serving of Glowelle claims to delay the skin’s aging process by hydrating its inner and outer layers. Glowelle also shields the skin from damaging environmental factors, such as pollution and sun exposure, two proven causes of fine lines, wrinkles and uneven facial skin tones. Consumers will not find Glowelle in the local grocery store; this premium beauty beverage is currently sold in two high-end retailers, Neiman Marcus and Bergdorf Goodman.
