Although the nutricosmetics trend has been about for years, this launch has a few differences, namely that the company is not a known cosmetics player, and also its interesting approach to the drinks line formulation.
Called Beauty Bombs and set to be launched on the market in November, the marketing team behind its promotion is targeting the line with the traditional nutricosmetics mantra, that beauty comes from the inside out.
Cosmetic and health-giving properties
Not only is the line touted as being highly beneficial to the complexion, helping to promote a glowing, healthier skin, but it is also being positioned for its wider health-giving properties and benefits to bodily functions.
Beauty Bombs will include a range of two shots and three juices, which will be marketed at around $5 a go.
The shots include Pure Earth, which is formulated with alkaline water, bentonite clay and rosewater, and Le Detox, which includes French green clay – traditionally a favorite in beauty masks, as well as cucumber water.
Meanwhile the three juices Activated Lemonade, Activated Protein and Activated Greens, have all been blended with charcoal, an ingredient that has been creeping into a few skin care lines in recent years due to its deep cleansing properties.
Will the nutricosmetics category finally fulfill its promise?
The Juice Generation company was started in Brooklyn back in 1999 by Eric Helms, who has subsequently built the business by opening locations throughout the NYC area, before expanding nationally and also selling online.
The company’s move into the nutricosmetics market is interesting because, once billed as a huge growth area, that potential has not been realized to date, although the launch of this new line has created quite a media buzz, with both Women’s Wear Daily and the New York Times featuring.
Several press reviews have given the drinks good reviews, praising the line's innovative formulation, as well as expressing surprise that they do not taste bad, given some of the ingredients the drinks contain.