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Nutricosmetic product launched in Asia in response to consumer demand

By Pooja Kondhia , 13-Dec-2011
Last updated on 19-Dec-2011 at 10:52 GMT

UK-based Works with Water Nutraceuticals is launching its nutricosmetics product to the Asian market in December 2011 in response to consumer demand.

The nutraceutical company signed a distribution agreement with the consumer goods division of DKSH, a market expansion firm, for its anti-blemish product, help: clear skin.

As a company driven by consumer demand, the decision to launch the product to the Asian market is because “Asian consumers are receptive to natural products that deliver real benefit”, company founder Jules Birch told CosmeticsDesign-Europe.com.

Consumer driven launch

Currently available online outside the UK, as part of the distribution agreement, DKSH will help launch the product in China initially, in 20 Hong Kong-based stores of Sasa, a cosmetics retail group and through drug stores in addition to online sales.

We’ve had an influx of Chinese online orders that surpassed any of our expectations. It demonstrates that Chinese consumers are really interested in trying innovative skin products from Europe and are avid online shoppers”, Birch said.

These two things combined has meant that our plans to launch in Hong Kong have been brought forward by several months.”

Following a trial period, the product will be launched in other Sasa stores on mainland China, Taiwan, Malaysia, Singapore and Macau.

Initially, the company will manufacture and export the products from the UK in to China, with the expectation of moving production to Asia as the business grows and sales increase.

The company also expects to expand further following this launch. “Apart from the launch in Asia this month, during 2012 we anticipate entering several markets both within the EU and beyond”, Birch said.

Beauty from within

The product itself is a soluble powder that can be dissolved in water, other non-carbonated drinks and soft foods.

Marketed to prevent acne and blemishes, the product formulation is in soluble powder form rather than pill form as it “only contains ingredients that are beneficial for health and no ingredients to aid the production process [including] milk protein, aloe vera and olgiofructose”, stated Birch.

The patented product’s main ingredient praventin, found in the milk protein, has been independently tested via clinical trials.

According to clinical research findings, people with acne-prone skin who add 200g of praventin to their daily diet noticed a median reduction of 71 per cent in blemishes by week four and a 95 per cent median reduction by week eight.

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