Italian Medicea products introduced to US market

Related tags Vitamin c

The Italian 'Voglia di…' yoghurt bath and body gel collection is
being introduced to the north American market by US importer and
distributor of upscale European beauty products Luna Moda.

Made by Italian toiletries producer Medicea, Voglia di…, which means "craving for…" in Italian, is rich in lactose, natural acids, and proteins that are claimed to be excellent for gently exfoliating and moisturising skin.

The bath and shower products are available in a variety of fruit fragrances: melon & watermelon; kiwi & papaya; pink grapefruit & tangerine; strawberry & blackcurrant; pineapple & prange; and pear & chocolate.

"Voglia di…with its delicious line of flavors and colourful packaging is right on trend for the US beauty market,"​ said Luna Moda​'s Melissa Gygax. "This is a very fun collection that was the star of the show when we introduced it to buyers last week in Las Vegas."

The collection will be sold online, in upscale boutiques, and department stores, and will retail for approximately US$12 (€9.87) each.

Yoghurt is rich in vitamins, calcium and minerals. It is widely recognized for its health benefits and can dramatically benefit skin, according to the company. Developed as early as 2000 BC in Middle Eastern civilizations, yoghurt was a way to preserve milk.

Milk contains significant concentrations of growth factor that stimulate production of extra-cellular proteins such as collagen. By increasing collagen production, signs of ageing are reduced, the company claimed.

Mixed with extracts of melon, kiwi, citrus, strawberry, and orange (rich in vitamin C, anti-oxidants, and healing phyto-chemicals to name just a few benefits) the result is said to be a nourishing, uplifting product that appeals to a broad range of consumers.

Luna Moda is an importer of upscale Italian beauty products and fashion accessories. The company is headquartered in Marin, CA and was founded by Melissa and Max Gygax in 2002. Lines in Luna Moda's collection include Gandini (the top selling fragrance in Italy); Medicea; and Camomilla.

Related topics Market Trends