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Forward Thinking: Beauty Inside and Out

By: Amy Marks-McGee
Posted: June 7, 2011, from the June 2011 issue of GCI Magazine.

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Drinks that promote rest and sleep are a popular theme among ready-to-drink (RTD) beverages, with introductions such as Neuro Sleep “to promote restful sleep and improve overall sleep quality;” BeautySleep, which “combines anti-aging compounds, cell-protecting antioxidants and sleep-enhancing ingredients;” Dream Water, which contains a “proprietary formula [that] includes a blend of natural ingredients: GABA (to help relax), Melatonin (to help induce sleep) and 5-htp Tryptophan (to help improve the quality of sleep);” reBloom, “a simple and guilt-free way to get the natural sleep that you so desperately deserve;” and iChill Relaxation Shots that “helps you relax, reduce stress, [and] sleep better.”

The Doctor Is In

The trend towards physician-formulated skin care has led to supplements that compliment a brand’s topical products. Two in-vogue doctors are Howard Murad, who created “the first line of doctor- branded skin care,” and Nicholas Perricone, “the father of the inflammation theory of aging.” Murad offers Murad Internal Skincare supplements that “help repair, fortify and protect from the inside out,” while Perricone features Perricone MD supplements as part of his “three-tiered philosophy of healthy aging and beautiful skin. They work with diet and topicals to deliver optimal and visible results.”

Both doctors also recently added new skin care collections to their lines. Super by Dr. Nicholas Perricone is based on superfoods and was “inspired by a passion to feed hungry skin,” and Clean Scene by Murad is “a fresh and fun approach to effective skin care” based on the yumberry fruit. A recent example of this medical approach is In&Out Different Beauty, a Swiss company, with a Madison Avenue boutique in New York City. The company’s philosophy is a “customized and privileged treatment program to treat specific skin issues.” They offer five topical treatment lines (“out” products) and nine formulas of supplements (“in” products), which is the source of their name.

What to Watch For

Consumers are concerned about maintaining their overall health and well-being. However, nutraceuticals and cosmeceuticals have not yet reached their market potential in the United States. Consumers are slowly embracing the trend as they try to distinguish the hype from the reality and determine if the products deliver what they promise. Niche and high-end brands are the drivers of this trend and are influencing the mass market. This is evidenced by the large consumer packaged goods partnerships and interest to distribute these functional products to the masses, making them more accessible. It is only a matter of time before nutraceuticals and cosmeceuticals make their way into the public’s vernacular and become a lifestyle. Watch as existing brands establish themselves and new players enter the market, creating opportunities for fragrance and flavor suppliers.

Amy Marks-McGee, Trendincite LLC; trendincite@aol.com; 1-888-561-1229.