The beauty drink category is “already a mainstream market in Europe and Asia," affirms Jacque Gibson, founder and CEO of Beauty Foods. Her brand is one of many in the States innovating beauty products that are contributing to the uptick in consumer demand as well as overall market growth.
That growth has been quantified in the Global Beauty Drinks Market 2015-2019 report from research and advisory company Technavio. The firm projects that the global beauty drink market will be valued at over $1,061m by 2019.
Consumer trend
The Beauty Foods product line is a collection of mix-and-drink warm, evening beverages meant to improve skin appearance and sleep quality.
As part of a personal care regimen, the beauty drinks “are about subtle enhancement, not drastic transformation. The goal is to improve your natural assets and your self-esteem,” Gibson tells Cosmetics Design.
That self-esteem factor and better-with-time mentality are significant in the beauty beverage category. Drinkable beauty products tie in nicely with the wellness movement.
Today’s consumers “focus on the long term and the link between inner health and outer beauty, [as well as on] the subtle changes you can make to your lifestyle to enhance the way you look and feel,” observes Gibson.
What’s inside
The Technavio report splits up the beauty drink segment by nutrient: collagen proteins, vitamins and minerals, fruit extracts, and others.
“Most of the beauty drinks in North America are collagen-based, but vitamin-based and fruit extract-based drinks are also found in the market,” says that company’s lead research analyst, Arushi Thakur, in a media release previewing the data.
Beauty Foods bears that out. Gibson describes the company’s Nightly Beauty beverages as “part all natural sleep aid / special herbal blend, part collagen restorer and hair / skin / nail vitamin.”
It’s a “nutricosmetic that is all about targeting beauty-from-within for lasting results,” she tells Cosmetics Design.
Marketing matters
The Technavio Global Beauty Drinks Market 2015-2019 report supposes that marketing and promotion will be key to the category’s growth in North America over the coming years.
A mix of digital channels and conventional strategies is working for Beauty Foods. The brand’s online presence comprises a website, banner ads, email marketing, and social media.
Beyond that Beauty Foods advertises in magazines, is involved with TV sponsorships, and takes advantage of periodic PR campaigns, offers press kits, focused retailer distribution, exhibits at trade shows and special events, and sends direct mailings as well. Word-of-mouth also plays a role in the company’s marketing.
Beauty Foods is a brand that connects with consumers where they already are. The company is partnering with The Ritz-Carlton, The Waldorf Astoria, and The Dolce Hotels—all establishments that guests equate with a good night’s rest and waking up refreshed.