Coca-Cola has signed with L' Oreal in an agreement to launch a new skin enhancing beverage. The product will be called Lumaé and will be a beverage based on tea targeted towards women over 25 years old who want to take care of their skin wellness. Coca-Cola wants that market itself more as cosmetic than a beverage, so the points of sales will be very selective.
This seems in line with the growing trend to market food products based on their health benefits. We have seen mineral water that improves your skin, yogurts that help you to conserve your body line, etc. And now... a cosmetic soft drink.
What's Driving This Trend
- Cosmetic Beverages
- The growing trend of marketing food and beverages based on their health benefits presents an opportunity to expand the cosmetics industry into the beverage market.
- Wellness Teas
- The introduction of Lumaé, a tea-based skin enhancing beverage, suggests a trend towards increasing popularity of wellness teas.
- Selective Point of Sale
- Coca-Cola's decision to sell Lumaé through selective points of sale indicates a trend towards more targeted marketing strategies for health-based products.
Who This Affects Most
- Cosmetics
- The introduction of cosmetic soft drinks presents an opportunity for the cosmetics industry to enter the beverage market.
- Beverage
- The trend of marketing beverages based on their health benefits presents an opportunity for the beverage industry to expand their product lines into wellness-focused drinks.
- Tea
- The introduction of Lumaé and the trend towards wellness teas presents an opportunity for the tea industry to expand their market by emphasizing health and wellness benefits.
