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Special Edition : Beauty From Within

Nutricosmetics should be distributed as cosmetics products

By Katie Bird , 24-Aug-2010
Last updated the 24-Aug-2010 at 12:54 GMT

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In the first part of this nutricosmetics series, we explore why edible beauty is tipped for significant growth. But success will only be found if the products are associated with cosmetics brands and sold in selective distribution channels, according to Innovabio.

Co-founder of the company, which specializes in developing nutricosmetic products for international brands, Stéphane Delahaye told CosmeticsDesign-Europe.com that the success of the category in the Asian market is down to the presence of well known cosmetics brands such as Shiseido and Kanebo.

In this way the products benefit from the credibility and reputation of the cosmetic brands, as well as forming part of an ‘In and Out’ solution where oral supplements complement topical products.

Similarly in the US, although growth is much smaller than in Asia, the leaders in the market are the cosmetic doctor brands such as Dr Perrricone and Dr Murad.

However, in Europe, Delahaye said, sales are slow as the players are not cosmetics brands but rather nutraceutical companies who are distributing their products in pharmacies and food supplement stores.

“This is not effective positioning as the nutricosmetics are lost in the huge offering of nutritional supplements and because customers do not receive sufficient use advice,” he said.

Séphane Delahaye will be speaking at the upcoming Beauty from Within 2010 Conference in Paris on October 11, brought to you by CosmeticsDesign-Europe.com and NutraIngredients.com. For more information and to register please click here.

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