Five Ways to Get Over the Functional Food Hurdle

  1. K.I.S.S.—“Keep it simple, stupid!” Educate the beauty consumer on the ABCs of nutricosmetics and nutraceuticals through packaging, marketing and advertising. This is a brand new category for her and she needs a lot of information.
  2. Communicate the safety of your product. Women want to know what they are ingesting is as safe as possible.
  3. Stress the ease and convenience of on-the-go beauty or a once-a-day dietary supplement.
  4. Emphasize and RE-EMPHASIZE the importance of a long-term commitment to the regimen for true beauty benefits.
  5. Don’t promise a magic potion. Overpromising and under delivering on efficacy is the kiss of death for your product.