“Wellness is just at the beginning of its growth spurt,” Carol J Hamilton, acquisition lead at L’Oréal, told attendees at the BeautyX Summit in New York City last month. And with prominent brands like Centrum getting in on the wellness-as-beauty business, it is clear that she’s absolutely right.
Wellness wisdom
“Backed by 35 years of nutritional science, Centrum is staking a claim in new beauty territory with a multivitamin product that is affordable and widely available to Canadians from coast to coast,” boasts the supplement brand in a press release.
The release explains that consumer interest in health and wellness have never been higher in Canada and that the new Centrum multivitamin was developed in response to that interest.
The brand's new “Centrum Multigummies Multi+Beauty offers consumers a delicious way to help support good health with added benefits to help promote thicker hair, maintain healthy skin and strengthen nails,” according to press release.
And product page on Centrum.com explains the beauty benefits a bit further, outlining which vitamins and other ingredients deliver which benefits:
- Hair, skin & Nails: A combination of 12 nutrients helps support whole body health including Biotin, Vitamins A, C and E to help maintain healthy appearance
- Healthy Appearance: Biotin, Vitamins A, C, and E help maintain healthy appearance
Women’s world
The new vitamin gummies are marketed to women, the silhouette of a woman’s face is on the bottle and the labeling and lid are pink.
Centrum hopes to reach its target consumers with beauty brand – style influencer marketing. “To fuel this launch, Centrum is partnering with two, first-ever Canadian Brand Ambassadors: Liv Judd-Soye of Toronto a well-known, former magazine editor and current fashion, beauty and lifestyle expert along with Marina Bastarache of Quebec - popular television personality, actress and lifestyle influencer,” explains the press release.
“Both Brand Ambassadors,” continues the Centrum release, will act as the face of the Multi+Beauty supplement, hosting events, creating content and sharing their health and beauty tips with fans and consumers.”
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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.
