The potential of the “inner beauty” market has been talked up over the last five years – in Japan, the idea has a firm hold and the market for functional beverages targeting skincare is worth $1.49 billion/€1 billion.
In the West, despite sophisticated marketing, few brands have gone beyond a niche and there have been some high profile failures.
This unique 24-page report sets out the seven strategy lessons that can be learnt from the experience of Danone’s Essensis yoghurt, Nestlé’s Glowelle drinks and supplements and Borba’s Skin Balance Water. These three case studies provide the most clear insights into the risks and opportunities in the “beauty-from-within” business.
The report covers, among other things:
- Branding and positioning - Choosing the right format - Distributing through the right channels - Ensuring consumers “feel the benefit” easily - Pricing strategy
