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Natural cosmetics company launches beauty beverage

By Katie Bird , 28-Oct-2009

Natural personal care manufacturer Noah’s Naturals is hoping to break into the beauty from within category with the launch of its beauty drink in January 2010.

Marketed with the tagline ‘Drink Yourself Gorgeous’ the daily powdered drink promises to help fight the signs of aging and lead to healthier skin.

The California-based company already markets a line of natural personal care products that contain organic ingredients, ‘Organics’, which includes body washes, lotions and creams as well as a range of hair care products.

This is the company’s first foray into the ‘beauty from within’ category and it aims to ‘lead’ the rapidly growing category with its January launch.

The Anti Aging Beauty Beverage contains Collactive, an ingredient derived from a host of marine-based extracts sourced in France, which aims to replenish the skin’s collagen and elastin.

Collactive is made up of marine collagen and elastin peptides and has been formulated to contain the same ratios of collagen and elastin found in any normal, healthy skin.

Frutarom, which markets the ingredient in the US, says that when the product is taken orally the collagen and elastin it contains have been shown to have a ‘synergistic’ anti-wrinkle effect, which helps to tone and firm the skin and minimize lines and wrinkles, while increasing moisture retention.

Super fruits to provide the antioxidants

Noah’s Naturals has combined Collactive with a number of super fruits, acai and goji berries as well as blueberries and pomegranates.

These ingredients, according to the company, are high in anti-oxidants and help fight the free radical damage associated with aging.

In addition, the company has added lutein and lycopene which it claims will help improve the skin’s texture and tone.

Launching early next year, a 14 day supply of the product will retail at $19.99 while the company suggests a retail price of $29.99 for a 30 day supply.

The announcement follows shortly after Anti-Ageing Products announced its resveratrol-containing anti-ageing water. Resveratrol is an antioxidant naturally occurring in grapes and red wine, and the company claims the fortified water will help prevent free radical damage and support the immune cells.

A recent report from UK market research company Leatherhead Food on anti-ageing foods highlighted the fortified water and soft drinks sector as a strong performer in the US, with particular growth in super fruit juices for their antioxidant properties.

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