Nutricosmetics is a relatively new term in the FMCG world and can be defined as the introduction of foods, beverages or nutritional supplements into cosmetic products to create an added value product that provides benefits towards a consumer’s appearance.

The popularity of these merged industries is growing and the market has gained many new competitors offering products for a variety of consumers. The video below will look at the concept in more detail but I have included a brief breakdown of the information further down.

Consumer tastes and preferences are changing from being content with a one-size-fits-all approach to nutrition and self-care towards a more Personalised approach so it is up to brands to cater to this new way of life through their product launches. 

Personalised products and services related to your brand are key for being successful in the eyes of the consumer. Some of the personalised technology on the market is based on 3D printing in terms of nutrition and supplementation, home scanners to test carotenoid levels, personalised nutritionist services/appointments.

Other factors to take into consideration when designing products that fit this new consumer preference are:

• Converging Products: such as the beauty-from-within category
• Product Design: focusing on consumer-centric attributes
• Service, Technology, and Devices: how can we use advancements in these areas to our advantage?
• ‘Glocal’ Market Research: localisation is important but with global shipping and virtual experiences increasing, there is plenty of overlap between global and local trends.
• Fragmentation & Personalisation: how can you personalise your offering to each demographic?
• New Product Formats: what are the latest innovations that we can use to drive sales and loyalty?

When developing new products or enhancing existing ranges, in order to fully commercialise the science behind your product, it’s important to communicate the product attributes from a functional and emotional perspective so that the consumer can clearly understand the benefits for them. 

In my experience, there are certain keys to success that brands can incorporate in the communication and marketing of their product portfolios. These can look like:

• High-quality ingredients
• Patented processes
• Using ‘free-’from’ terms where applicable
• Scientifically-proven 
• Organic
• Fair Trade
• Eco-friendly or sustainable
• High bioavailability
• Customer support from real people

When helping brands create ideal products for their customers, I follow a lean product design process as outlined in the video above. This process serves as a roadmap from segmentation to action looking at elements like data & insights, design and delivery to name a few. It also includes the analysis of factors such as sensory characteristics, brand mapping, and emotional & functional mapping (as previously mentioned) to best understand where your brand can fit in the market and in the minds of consumers.

The services iNewtrition provides are based on the 15 keys for success mentioned in the video presentation which will be tailored to your brand goals and needs. If you have any questions on any of the above, please feel free to contact me on [email protected].

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