Page 33 - FoodFocusThailand No.170 May 2020

SPECIAL FOCUS

Trend #2: New Formats The beauty space has already seen the rise of the ‘skintellectual’ – super-knowledgeable
Drink-based products are however the third shoppers who know exactly what ingredients they want in their topical products, and in
most popular format for consumers of ingestible what percentage – and there is now an opportunity for ingestible beauty brands to answer
beauty products. this demand.
In January 2019, Vitybox launched an on- Trend #4: IV Vitamin Therapy
the-go liquid shot format that contains bioactive Intravenous (IV) vitamin therapy may have been around since the 1950s, but its biggest
collagen, hydrolysed keratin and hyaluronic shot over the past couple of years has been its celebrity endorsement which has boosted
acid to support hair, skin and nails. According its profile as a wellness trend.
to the brand, the 15ml citrus-flavoured shot is According to Vitamin Injections London, IV therapy enables the body to absorb 99.9%
equivalent to more than 15 pills. of the vitamins provided as they go straight into the bloodstream, in contrast to the 8% that
“Drinkables are prioritising taste, making can be gained by oral tablet forms. It also avoids any strain on the liver or stomach, and
them drinks in their own right, to help them enables vitamins to be used at higher quantities than is suitable for oral consumption.
seamlessly work into people’s routines,” says Dr.Pam Benito, a facial aesthetics specialist who offers vitamin drip treatments in her
Jones. But she adds: “There are now more Chelsea- based clinic, adds that results are also much more rapid than with oral ingestion,
unusual formats emerging that also tap the and as infusion treatment bypasses the digestive system it also bypasses any trouble
need for flavour, enjoyment and convenience.” people might have with poor intestinal function.
• The Spray Oral sprays in the nutritional She notes that IVs contain a lot of salt which could have a negative effect on people
arena are not new – natural health company with heart disease or high blood pressure, while improperly inserted IVs can also lead to
BetterYou became the first company in the complications including bruising, bleeding, infection and in extreme cases cause air embolism
world to develop a nutritional oral spray in or cause the fluids to leak into nearby tissue.
2006, as a solution to overcome the absorption An alternative method is an IV push – which Bianca Estelle, founder, medical aesthetician
challenges of tablet and capsule supplements. and skin specialist at Vitamin Injections London, describes as a tiny needle that injects
• The Vape “Vitamin vaping is on the undiluted vitamins through the inside of the arm within seconds. Customers are then
horizon,” says Jones, referring to the buzzing encouraged to drink plenty of water after the procedure for maximum effect.
trend that is seeing some brands claim it to be
a more effective method of absorbing vitamins Trend #5: Personalised Supplements
compared with ingestion. Jones cites New York Personalisation has swept through the beauty industry, transforming the way consumers
start-up Sparq, which offers Vitamin Air, an can find products that meet their specific needs across skin care, hair care, colour cosmetics
odourless, eco-friendly vitamin alternative to and fragrance. And now it’s time for beauty supplements to get personal.
nicotine, with a Pure variety that focuses on Consumer education continues to be a challenge for not only personalised products,
anti-ageing and comes in strawberry and but for the supplements category at large. There are huge opportunities for personalisation
vanilla flavours. in the beauty supplements sector, especially as more consumers start to experience the
Other nicotine replacement products are concept across different product categories, and it builds into their lifestyles.
developing too. “Ohana offers topical vitamin
patches including a Total Beauty variant, and
Swedish company Nutrinovate’s Vitamin Films
dissolve on the inside of the cheek or under
the tongue,” says Jones. The company’s
beauty specialist film Reserol includes high
levels of skin-boosting resveratrol.
• The Chocolate Beauty chocolate may
have been around since Esthechoc’s first
product in 2015, but it is finally arriving in
earnest. Jones says “There have been a slew
of recent launches: Ceramiracle’s Ageless
Delight Beauty Chocolate; Beauty Bar
Chocolate that contains rhodiola and pearl
powder to ‘eat for peace, focus and glowing
skin’, and Moon Juice’s new adaptogenic,
antioxidant Beauty Dust in chocolate form,
which is a near-constant sell-out.”
• The Gum There is also growing interest
in chewing gum as a vitamin format. A study
by The Pennsylvania State University found
that by chewing gum containing retinol,
pyridoxine, ascorbic acid and alpha- tocopherol,
the levels of these vitamins in the blood plasma
increased.
Trend #3: Transparency
For every study that proclaims the benefits of
vitamins and supplements, there seems to be
another that negates it. Not only is there a vast
amount of conflicting information online, the
offline experience bewilders many shoppers
too. A survey by Your Beauty Club found that
68% always check the ingredients in their
supplements.

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