Krótka analiza rynku nutrikosmetyków i obecnych tam marek i komunikacji marek. Our quick view on the nutricosmetics market, key players, brands, brand communication..

2. Nutricosmetics market
(Oral Beauty Products)

3. EXECUTIVE SUMMARY
•
Nutricosmetics market already represents $1,5bn* worldwide but it is still a small part of
beauty industry.
•
It is very dynamically growing, especially in US and Europe.
•
The market is expected to double its size within next five years*.
•
In Europe France is the biggest market while UK the most dynamically growing (by
approx. 18%).
•
Nutricosmetics market is a purely incremental business for beauty players targeted as a
complementary category to traditional beauty segments.
•
The category capitalizes upon growth of cosmeceuticals as well as consumers` more
holistic approach to health and beauty.
•
Consumers use skincare nutricosmetics to target or prevent specific beauty issues that
need high efficacy solutions (wrinkles, cellulite, body shape).
•
Women aged 35-64 y.o. who are the most health and beauty-aware is the core target.
•
Market offer is growing with Inneov as the best known brand copied by industries and
brands from mass and value price tiers.
•
Results validation seems to be a key driver of success.

4. WHAT ARE NUTRICOSMETICS?
• Ingestible
products
that
are
formulated and marketed specifically
for beauty purposes.
• Typical forms: pill, tablet, liquid, food.

5. NUTRICOSMETICS COME AS AN INTERSECTION BETWEEN PERSONAL CARE,
PHARMACY AND NUTRITION

6. EVOLUTION OF NUTRICOSMETICS
•
•
•
•
•
•
Intersection between cosmetics and pharmaceuticals.
Concept created in 1961 by Raymond Reed, a member of the US Society of
Cosmetic Chemists
Term cosmeceuticals created in 1980 by Dr. Albert Kligman.
Products that have drug-like benefits and perform some transformative change to
human.
Examples: anti-aging products, skin whiteners, acne aids, whitening toothpastes,
anti-cellulite products, anti-perspirants
Value $55bln in 2007 worldwide*.
Source: *Kline & Company

7. EXAMPLES OF COSMECEUTICALS

8. EVOLUTION OF NUTRICOSMETICS
•
Term coined in 1989 by Dr. Stephen DeFelice, founder and chairman of the
Foundation for Innovation in Medicine.
•
A subject of great focus of the food and pharmaceutical companies in 1990s.
•
Examples: cholesterol-lowering diabetes management, tartar control, digestive
aid and energizing products.

9. EXAMPLES OF NUTRACEUTICALS

10. EVOLUTION OF NUTRICOSMETICS
•
Emerged as a segment of nutraceuticals.
•
First gained interest in Japan, then more and more popular in Europe. Right now trickled
into US.
•
Dominated by beauty and pharma firms.
•
Only few entrants from food industry.

11. SIZE OF NUTRICOSMETICS MARKET
•
The nutricosmetics market amounts to $1,5bln worldwide with Europe as a
largest region.
Source: *Kline & Company

12. SIZE OF NUTRICOSMETICS MARKET
•
The nutricosmetics market is still relatively small vs Personal Care or Skin Care
and perceived by a beauty companies as a niche to generate incremental sales.
Source: *Kline & Company

13. GROWTH OF NUTRICOSMETICS MARKET
•
The nutricosmetics market is smaller than Personal Care or Skin Care but
growing much faster.
Source: *Kline & Company

14. SIZE OF NUTRICOSMETICS MARKET
$2,5 bn
$1,5 bn
•
The nutricosmetics market is expected to double its size by 2012.
Source: Kline & Company

15. NUTRICOSMETICS MARKET IS A GROWING NICHE IN DEVELOPED MARKETS
Total nutricosmetics market value by country (USD$mm)
•
•
The nutricosmetics market is dynamically growing especially in UK, US, Germany
and France.
France – Inneov`s home market – shows growth potential of new, incremental
skincare category across Europe benefiting from more and more popular concept
of „beauty from within”.
Source: Datamonitor

16. MARKET OFFER IS GROWING
•
The market is still very fragmented with growing number of brands in mass and
value segments.

17. NUTRICOSMETICS FOCUS ON 3 KEY AREAS: FACE, BODY AND HAIR
FACIAL SKIN CARE
SUN CARE
HAIR CARE
BODY CARE

18. NUTRICOSMETICS - EUROPE
•
Largely concentrated in France, Italy,
Germany, UK and Spain.
•
Strong growth across numerous
markets with UK as the most
dynamically growing.
•
Driven by anti-aging and body care
products.
•
Pharmacy is a key selling channel,
which is considered as the most
trusted intermediary.
•
Legal framework established under
food and medicinal law, but decisions
as to which applies to nutricosmetics
varies by country.
•
Price tier: premium (20-40 EUR).

19. NUTRICOSMETICS - EUROPE
•
Key market players

20. MARKET LEADER - INNEOV
FACIAL SKIN
CARE
•Focuses on skin
firmness, which
heavily depends on
firmness and density
of deeper skin layers
•Targeted at women
aged 40+ as this is a
time when female
skin starts loosing
density and firmness
due to hormonal
changes
•RTB:
•Innovative formula incl.
Lakto-Liponem active
ingredients that reaches all
body cells to stimulate their
regeneration and protection
of collagen, vit. C & soya
isoflawons
•83% of women noticed
improvement of firmness of
face and body skin
•Cells regeneration +79%
•Collagen production +64%
•After 3 months skin is
significantly firmer
•Recommended as a
supplement to a
cream
•Recommended
intake 2-3 pills/day for
min. 3 months

21. SUCCESS OF THE INNEOV RESULTED IN COPYING THE CONCEPT BY OTHER
INDUSTRIES
FACIAL SKIN
CARE
SUN CARE
HAIR CARE

22. AND PRICE TIERS - MASS
•
Beiersdorf entered the nutricosmetics
industry launching the Nivea Good-Bye
Cellulite Body Beauty Program that
pairs Nivea Good-bye Cellulite GelCream and new dietary supplements to
deliver firmer skin in 2 weeks and
reduce the appearance of cellulite in 4
weeks.
•
Supplement contains linoleic acid, Lcarnitine, gelatin, glycerol, mate leaf
extract, soybean oil, vit. E and soy
lecithin.

23. AND PRICE TIERS - VALUE

24. GROWTH OF NUTRICOSMETICS IS DRIVEN BY CONSUMERS` MORE HOLISTIC
APPROACH TO HEALTH
•
Health became key purchase driver across many categories and countries.
•
Datamonitor reports that 76% of Europeans and US consumers is conscious of
health and wellness issues on a daily basis.
•
2006 Health & Food Study by Eurobarometer revealed that 43% of EU25
citizens pointed better hydration as the fourth most important behavioral change
to their lifestyle and dietary habits.
•
Consumers perceive health and beauty as inter-related.

25. AND AGING OF THE BABY BOOMERS GENERATION AS WELL AS A FEAR TOWARDS
CLINICAL PROCEDURES

26. ADDITIONALLY, OBP, AS A COMPLIMENTARY CATEGORY, CAPITALIZES UPON
COSMECEUTICALS MARKET GROWTH
Total cosmeceuticals market value by country (USD$`mm)
•
•
Cosmeceuticals market will grow in both Europe and US.
France and Spain will be the two fastest growing, European markets.
Source: Datamonitor

27. TO TARGET SPECIFIC CONSUMER NEEDS
Why do you use cosmeceuticals?
•
Over 56% of consumers use cosmeceuticals to target specific skincare problem.
Source: Datamonitor, Europe and US, July 2005

28. RELATED TO TOOTH WHITENING, BODY CARE AND ANTI-AGING
Popularity of cosmeceuticals product categories
Source: Datamonitor, Europe and US, July 2005

29. WITH FACIAL MOISTURIZERS AS THE BIGGEST CATEGORY BENEFITING FROM A
NEED FOR LOOKING YOUNG AS LONG AS POSSIBLE
Cosmeceuticals penetration of the European skincare market by
product category
•
•
Facial moisturizers will remain the biggest category with a solid growth.
Although body care is the second smallest category it will experience the fastest
growth.
Source: Datamonitor

30. CURRENT PRODUCTS DO NOT FULLY MEET THE NEED
•
Dissatisfaction from the current product offer creates a potential for new, more
sophisticated and of higher efficacy products, such as nutricosmetics.
Source: Datamonitor

31. WOMEN AGED 35-64 CONSTITUTE A KEY TARGET GROUP
% of consumers who are willing to buy cosmeceuticals
•
•
Women aged 35-64 are the most health and beauty-aware. Among all age groups they
spend the most time on personal care and have the lowest satisfaction with their
appearance.
Women aged 25-34 is the extended target group.
Source: Datamonitor, Europe and US, July 2005

32. THEY BUY AND USE OBPs AND COSMECEUTICALS BECAUSE PREVENTATIVE AND
CORRECTIVE REASONS
YOUNGER
CONSUMERS (25-34)
ELDER
CONSUMERS (50+)
PREVENT
TARGET
BODY CARE
FACIAL CARE
BODY CARE
•Body modeling
•Dry skin hydration
•Body modeling
•Body shaping
•Anti-wrinkle
•Body shaping
•Cellulite
•Skin discoloration
•Cellulite
•Acne
FACIAL CARE
•Deep lines and
wrinkles
•Skin discoloration
•Eye shadows

33. RESULTS VALIDATION IS KEY DRIVER TO WIN IN NUTRICOSMETICS
•
Clearly documented and independent scientific
research findings should be publicized.
•
Endorsement of the products by doctors to
increase credibility behind offer and fight
consumer skepticism.
•
Endorsement of the products by celebrities to
encourage trial/usage.
•
Key claims featured on product literature and/or
product packaging (clinical and consumer).
•
Before and after shots should be used in
communication to visualize the results.
•
Consumer product testimonials.

34. INNOVATION IS ALSO CRITICAL FOR SUCCESS
•
True novelty
e.g. Imedeen Time Perfection contains a powerful
antioxidant
•
Active ingredients
e.g. Lacto-lycopene in Inneov Fermete
•
New delivery systems
e.g. Lipocap employed in Imedeen Tan Optimizer
offers max encapsulation and protection of the
active ingredients

35. BUT KEEP IT SIMPLE FOR CONSUMERS
•
Products should not require an extra step/effort.
Why?
Changing of a consumer habits too much of a hurdle.
Fit in current behavior to gain interest.

36. NUTRICOSMETICS OFFER A GREAT OPPORTUNITY NOT ONLY FOR BEAUTY BUT
ALSO FOOD, BEVERAGE AND SUPPLEMENT MANUFACTURERS
•
Many consumers will prefer to buy
ingestible products from nutrition
brands rather than cosmetics ones.
•
Thus, companies with established
credibility in nutrition category could be
successful.
•
Good examples of that is Inneov and
Danone Essensis and Activa.
•
To succeed companies from different
industries
will
merge
their
competences
e.g.
L`Oreal
and
Coca-Cola
partnership to launch health&beauty
beverage called Lumae (2008).

37. Thank you
www.starbrandsagency.com

38. NUTRICOSMETICS – PRODUCT INNOVATION
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Medish tablets for oral health

39. NUTRICOSMETICS – PRODUCT INNOVATION
•
Shiseido Collagen Update

40. NUTRICOSMETICS – PRODUCT INNOVATION
•
Imedeen – Skin Age Minimizer

41. NUTRICOSMETICS – PRODUCT INNOVATION
•
Doctor. Gi – Total Beauty Support

42. NUTRICOSMETICS – PRODUCT INNOVATION
•
Kyupurun drink for soft and supple skin

43. NUTRICOSMETICS – PRODUCT INNOVATION
•
Belly Reducing Midnight Yoghurt

44. NUTRICOSMETICS – PRODUCT INNOVATION
•
Asashi Collagen Water

45. NUTRICOSMETICS – PRODUCT INNOVATION
•
Asashi Collagen Water

46. Back-ups