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Absorbing Supplements

By: Leslie Benson
Posted: September 20, 2008, from the September 2008 issue of GCI Magazine.

For a cosmetics or personal care brand to expand into the nutricosmetics arena, beverages or dietary supplements offer fewer road bumps in the form of ingredients regulations and other challenges (stabilization, supply shortages, dosage confusion and so forth). In a recent report by the Natural Marketing Institute, Maryellen Molyneaux, president of NMI, says that vitamins, minerals, herbal and dietary supplements amounted to $21.7 billion in U.S. sales (up by 7%) in 2007.

Three years prior, Nestle and L’Oréal’s 50/50 joint venture, The Laboratoires Innéov, launched cosmetic dietary supplement Innéov Firmness (available at pharmacies), containing a proprietary form of lycopene, soy isoflavones and vitamin C, to improve skin’s firmness. In addition, P&G Beauty’s Olay and its partner, Pharmavite Corp., introduced Olay Vitamins’ Beauty Nutrients and Wellness Nutrients.

Supplement launches have only increased since then. In June 2008, Intelligent Nutrients, created by Aveda Corporation’s founder, Horst Rechelbacher, launched Intellimune Oil and Tablets (boosted with cold-pressed seed oil and meal from certified organic black cumin, red grapes, cranberries, raspberries and more). Other supplements on the market include Avon’s Wellness vitamins; Denmark’s Ferrosan Imedeen antiaging tablets; Kemin Corp.’s Derma Beauty skin rejuvenation vitamin supplements; Natrol’s dietary supplements for teen-aged skin health concerns; and PerriconeMD Cosmeceuticals’ proprietary blend of nutraceuticals targeted as nutritional skin care supplements.

With no shortness in international beauty brands demanding ingredients for such finished products, suppliers like capsule manufacturer Capsugel, with facilities in Mexico, France, Belgium, Thailand, Japan, Indonesia, China, India and the U.S., offer standardized and customizable liquid-fill formulas.

“The Capsugel turn-key solutions give the options of color, printing and packaging to set the brand apart and build business,” says Mark Vieceli, manager of business development, dietary supplements, Capsugel. “All of these features, with minimum order quantities, offer an easy entry into the marketplace.”