Next Top Model catapultes 'Works with Water' into Asia

By Michelle Yeomans contact

- Last updated on GMT

Related tags: China

Next Top Model catapultes 'Works with Water' into Asia
Having secured a strong following of Chinese consumers in the UK, supplement supplier 'Works with Water' Nutraceuticals has been selected to sponsor the fifth series of TV show China's Next Top Model.

The deal will see the show's contestants incorporate the brand's products, Help: clear skin and Help: clear skin MEN into their daily routines.

Both products contain PravENAC, which is rich in Lactoferrin, a bioactive milk protein that 'Works with Water' founder, Jules Birch says has been proven to reduce acne by reducing the sebum as well as inflammation and repairing damaged skin cells.

The company had been surprised by the increasing volume of orders from Chinese students living in the UK in recent years and upped its game to cater to that demographic whilst also looking to expand into Asia.

This partnership comes at a time where the British supplement supplier is hoping to crack China's Rmb 131.4bn skin care market.

"We believe [this] is the perfect platform for launching the full range of Works with Water products in China. We already know from the response we have had from the Chinese community in Britain that nutraceuticals are popular with those wanting to prevent bad skin and that people are willing to invest in preventative measures on a regular basis,​" Birch says.

Chinese marketing specialist Avenue 51 is reported to be assisting the brand with the launch.

From Asian UK based customers to Asia..

Works with Water recently launched an edible jelly, 'Help: Beautify Skin' that it claims is the UK’s first supplement of its' kind.

The apple-flavoured product includes a blend of natural ingredients known for their anti-ageing properties like marine collagen, resveratrol, aloe vera and vitamin C.

According to Birch, ready to eat jelly supplements for the skin are very popular in this type of format in Japan and China but had yet to be introduced to the UK.

"It's quite challenging to deliver the optimum viscosity of the jelly without compromising both the ingredients which deliver the skin benefits or the taste," ​the brand's boss told this publication.

"It's taken around two years to develop, which for my company is an enormously long time," ​she adds.

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