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Beauty Foods Seen as a Coming Trend for 2009
Posted: December 30, 2008
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Nestle also hit the headlines this year with the high-profile launch of the beauty juice Glowelle, which is formulated with vitamins, phtyo-nutrients, botanical and fruit extracts that are combined to fight the signs of aging from the inside.
Debate over retail position
Drinkable and edible cosmetics such as these sit on the boundary between food and cosmetics, leaving their identity ambiguous and ideal position on the shop floor open to debate. Nestle decided that beauty shelves rather than supermarket aisles would be the best location for Glowelle. The product is the brainchild of Kimberly Cooper has said that Nestle is going after prestige beauty consumers.
To reach them, Nestle decided to begin selling Glowelle at luxury retailer Neiman Marcus in the United States, where the drink will be sold alongside conventional cosmetics.
Some other nutraceutical products have been launched on supermarket shelves, but Cooper said they have to compete with other big food and drink brands in front of consumers that are not looking for a cosmetic.