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Nutricosmetics: Eat and Drink Your Skin Care
By: Leslie Benson
Posted: September 5, 2008, from the September 2008 issue of GCI Magazine.
page 6 of 8
R&D challenges aside, the next step in producing nutricosmetics is marketing a product’s ingredients to consumers.
DSM performs concept testing and other market research on consumer interest areas. “Our goal is to offer skin care formulations with a unique value proposition that resonate with consumers and that are applicable in beverages, dairy products and foods, as well as in supplements,” says Caroline Brons, senior marketing manager, DSM Functional Foods.
For manufacturers marketing health claims with their products, regulatory issues can cause concern. Teaming up with a supplier that offers R&D, technical, applications and regulatory support is a worthwhile option. Using suppliers who already have documented scientific results for their ingredients removes much of the burden involved with regulatory compliance, according to Krämer and Strube—though, it must be noted, that the company on the label (the brand) bears responsibility for compliance under most regulatory/legislative guidelines.
Evaluating the potential of ingredients from a scientific standpoint and consumers’ interest, Kyowa Hakko’s Sugimura says antiaging claims for baby boomers and natural claims are key trends. “By leveraging the current natural trend, we came up with the concept of combining oral and topical for lumistor hydroxyproline—‘beauty on the inside’ and ‘beauty on the outside,’ ” he says. “Many consumers prefer to use natural products with biologically active components that offer clinically proven health and safety benefits,” add Krämer and Strube. “In a Datamonitor survey, 51% of consumers agreed with the statement that skin care products based on natural ingredients are healthier and better.”
Euromonitor International, too, notes the correlation between nutricosmetics and naturals in the minds of consumers.