Nestlé’s Glowelle beauty from within brand ‘no longer available for purchase’

By Simon Pitman

- Last updated on GMT

Nestlé has confirmed via its social networking page on Facebook that its beauty from within drink Glowelle will no longer be available for purchase.

Glowelle is a fortified water drink that contains vitamins and anti-oxidant properties aimed at enhancing skin health and tackling signs of ageing.

Nestlé hit the headlines with the high-profile launch of the beauty juice back at the beginning of 2009. Although the brand has proved to be popular, testified by the fact that is had garnered nearly 7,000 Facebook ‘fans’, the €5 price tag per bottle was high compared to competitor products.

Although Nestlé has not commented on why it has withdrawn the brand from sale, the announcement did also state that it was currently developing ‘the next generation of Glowelle products’

New line to be re-launched via Twitter

The Facebook announcement went on to say that as a result of the development work, the company is expecting to launch a new product line later on in the year, details of which will be announced on the brand’s Twitter page.

The brand claim was that its proprietary blend of vitamins, phytonutrients, botanical & fruit extracts. “replenishes skin's antioxidants, which help fight free radicals & promote younger-looking skin”.

According to the most recent market data available from Kline Group – which closely tracks the market for beauty-from-within products – the global market for nutricosmetics was worth $1.5bn (€1.15bn) in 2007, and is expected to grow to $2.5bn by 2012.

Asia Pacific contintues to be main market for nutricosmetics

However, that mainstay for the market continues to be the Asia Pacific region, particularly the more established Japanese market, as well as significant growth in the China market.

In Europe and the US the market remains much smaller and promised growth has so far not come to fruition.

Indeed, several big name beauty from within brands have failed to take off in recent years in both Europe and the US, highlighted by withdrawal of the Danone’s beauty yoghurt Essensis in early 2009.

Benefits of beauty foods, drinks and supplements include: (for skin) repair and prevention; sun protection; firmness; pigmentation; whitening; and slimming; (for hair) retention and growth; restoration; nourishment; and volumizing; (for nails) strengthening.

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