Helix BioMedix invests in NuGlow Cosmeceuticals

By Katie Nichol

- Last updated on GMT

Related tags Helix biomedix Marketing

Biopharmaceutical company Helix BioMedix has acquired a 30 percent ownership stake in California-based NuGlow Cosmeceuticals for an undisclosed sum.

A three year supply agreement has also been put in place, which will see Helix BioMedix provide NuGlow with finished products; a new move for the developer of bioactive peptides.

“This is our first major effort supplying our own formulations as private label products to a marketing partner,”​ vice president of marketing & business development at Helix BioMedix, Robin Carmichael, told CosmeticsDesign.com USA.

A variety of products including sun care, acne care and cosmeceuticals will be supplied to NuGlow, allowing the skin care company to ‘significantly expand’ its portfolio of finished products.

Leveraging NuGlow’s direct-to-consumer model

NuGlow operates through a direct-to-consumer distribution channel, which according to Carmichael will allow Helix to cut down on marketing spend and increase revenues.

“We participate in the direct-to-consumer channel of distribution while minimizing our own marketing expenses and we gain revenues through supply of products,”​ she explained.

“NuGlow uses highly targeted direct mail, internet marketing and social media outreach in combination with sampling, and in the past has also sold products on QVC,” ​she added.

Targeting 28-50 year old women

NuGlow will place its first product order by July 31 2010, and a marketing campaign is expected to begin this fall, it was said in a statement.

The campaign will target 28-50 year-old women, said Helix BioMedix President and CEO, R. Stephen Beatty, who added that including a younger demographic will complement the company’s Striking Skin Care marketing focus.

The Striking Skin Care line from Helix BioMedix is claimed to stimulate the natural repair process of the skin and help defend against environmental stress. It comprises a variety of products including a serum, moisturizer and eye cream, which are formulated using the company’s patented Smart Peptide technology.

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