Is has been revealed that Coca-Cola are developing a drink with L'Oréal, destined to be found on beauty shelves.
Thought to be called Lumaé, it is a tea-based drink, which will contain ingredients to help women care for their skin. Advertising and marketing will reflect this.
While scientists from the two companies have joined forces to create the concoction, Coca-Cola's marketing team has been dreaming up plans for a dramatic departure from its traditional distribution models.
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It is aimed at "active and image-conscious" women who always jump on the latest health and beauty products. Previously, Coke and Nestlé launched a sparkling green tea drink called Enviga. Its claims that it burnt calories is currently under investigation by the attorney general in Connecticut.
Already popular in Japan, so-called -"Nutraceutical" food and drinks are seen as one of the fastest growing areas of the drinks industry. Already Danone have announced a yoghurt called Essensis, claiming to nourish skin from the inside out. Sephora also sell a similar product called Borba Skin Balance waters.
Coca Cola Beauty Tea
Nutraceutical Products Set To Take Off
Trend Themes
1. Collaborative Nutraceutical Products - The partnership between Coca-Cola and L'Oréal in developing Lumaé, a tea-based drink for skin care, highlights the rise of collaborative nutraceutical products.
2. Diversification of Beverage Distribution Models - Coca-Cola's plans for a dramatic departure from traditional distribution models for Lumaé presents disruptive innovation opportunities in the beverage industry.
3. Growing Demand for Nutraceutical Products - The popularity of nutraceutical food and drinks, such as Lumaé and Essensis, indicates a fast-growing market for products that claim to nourish the body from within.
Industry Implications
1. Beverage - Coca-Cola's collaboration with L'Oréal and the potential disruption of its distribution models showcases new opportunities within the beverage industry.
2. Beauty - The emergence of beverages like Lumaé and Essensis highlights the convergence of the beauty and wellness industries, presenting disruptive innovation potentials.
3. Health and Wellness - The growth of nutraceutical products in the drinks industry demonstrates the increasing demand for health and wellness-focused offerings, creating opportunities for new players in the market.