The 00s saw a lot of edible cosmetic products launched – which then nosedived after poor take-up. E.g. Danone’s skin-nourishing cosmetic yoghurt, Essensis, was withdrawn from the French market after failing to win over consumers with its beauty benefits. However, there are still products out there communicating the ‘beauty from inside out’ message – the UK’s Sip water, for example.
Edible beauty products actually form a small part of a wider trend towards ‘functional foods’; the arrival of food and drinks products marketed as containing specific health benefits above and beyond traditional nutritional value. Whether we want to improve our concentration, mood, digestion, energy levels or our ability to lose weight there is, it seems, a food or drink out there claiming to have at least part of the answer. What is symbolic here is that food and drink is becoming quickly recognised as a means to self-improvement.
Ref. Future Foundation nVision