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Gimmick food based cosmetics on the rise

By Louise Prance , 21-Nov-2006

Gimmicky products that blur the boundaries between food and cosmetic are on the rise, as many companies seek to capitalise on growing consumer trend for cosmetics containing food-based ingredients, but according to an expert from Euromonitor, they are likely to be short lived.

Euromonitor analyst, Diana Dobson told CosmeticsDesign that many food companies are joining forces with cosmetic brands in order to capitalise on the ever-increasing food ingredient beauty industry, with a steady increase in competition to create the most innovative product on the market.

'As high-value markets mature and manufacturers explore new growth opportunities, they are increasingly looking beyond their traditional industry boundaries'. said the market researcher.

 

Euromonitor has observed an emerging trend of 'gimmick' food cosmetic products, with UK based company The Cheese Makers Association, targeting the fragrance industry by creating 'Eau de Stilton', using a local celebrity to endorse the product.

 

Beer, a less likely food source for cosmetics, is currently being used by Czech Republic firm, Chodovar, who has opened the worlds first beer spa, which offers 'beer baths, massages, wraps, and a take home cosmetics line'.

 

However, these gimmick products do not look set to stay around within the industry, with Dobson stating: "I don't think they will take off, however, since innovation is so central to the food cosmetic trend, I think they wont be the last of such products we'll see, as manufacturers try to distinguish their brands from their competitors."

 

Cosmetic products that contain food ingredients are fast becoming popular within the beauty industry. However, the recent report shows that manufacturers from both the cosmetics and food industries are starting to benefit from each other's different strengths and are joining forces in order to further profit from the growing trend, therefore signaling a wider and more flexible market.

 

On the other hand, the market maybe ripe for partnerships based on credible science to develop the Dodson also indicated a growing trend of food and cosmetic companies joining forces to create cosmetic lines containing food ingredients, in a bid to draw on the expertise of each industry to create the most innovative product. Food giants Nestle and cosmetics leaders L'Oreal have joined forces to create the Inneov range, with chemical leaders BASF teaming up with OrganoBalance, a German biotechnology firm, to create oral hygiene and deodorant products.Dodson told CosmeticsDesign , "Partnerships of these kind do have their advantages, they allow food firms to expand their businesses and hook into a dynamic new niche, and can also lift the health and beauty profile of their core products'.

 

However, it is not just the partnerships between cosmetic and food companies that are surging ahead in the industry, with individual companies such as Estee Lauder creating inroads with their line based on white tea, mushrooms, ginger and chocolate.

 

Mondavi, traditionally a Californian wine-making company, has profited on its industry knowledge of wine and tapped into the lucrative anti-aging industry, creating Davi, a skin care range that incorporates the benefits of the anti-oxidant properties of grapes, grape seeds and wine.

 

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