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The Lessons of Pro Care and Related Markets: Following Trends Straight to Retail Success

By: Imogen Matthews
Posted: March 7, 2011, from the March 2011 issue of GCI Magazine.

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Globally, the category is currently worth $2.1 billion, according to Frost & Sullivan, and overlaps with nutraceuticals (dietary supplements), cosmeceuticals, and cosmetics and toiletries markets. [For analysis of global nutraceutical markets, please read the Euromonitor International report Beauty from Within Lacking Global Acceptance]

Kline has noted that Japan represents the most mature market for nutricosmetics and has the widest range of innovative products. “There is a historical emphasis in Japan on ‘beneficial’ foods that has been incorporated into traditional recipes that are still followed today,” says Doskow. “This is also manifest in a national realization that functional foods actually work.”

However, consumers in other markets are not so sure about the category or product viability, notably U.S. consumers. “Americans tend to be skeptical of the beauty from within concept, partly due to the prevailing cultural emphasis on scientific investigation,” says Doskow.

L’Oréal has had more success pushing the concept in Europe through its Innéov division, another joint venture with food multinational Nestlé. The first launch was Innéov Fermeté, a daily supplement meant to provide the nutrients necessary to prevent wrinkles.

Lycopene (the red carotine pigment found in tomatoes), vitamin C and isoflavones extracted from soy beans are the three main ingredients.