The process of ageing starts from within, so feeding the skin with the right nutrients from the inside is just as important as what customers may apply topically. In this PPP, I present the key elements to consider when defining strategy criteria to succeed in this complex category and how we can help. Beauty supplements are not a new concept, however, there is a renewed offering as start-ups have multiplied the attributes and benefits associated with this category: product, services, technology and business models. In addition, the increased crossover between beauty, health, wellness and fitness are opening new opportunities for major players from these industries to play in the adjacent sectors. Consumers need help understanding the benefits of various functional ingredients and the opportunities they present for product formulation and positioning. Please contact me at info@inewtrition.com for more details

1. MARKET
INSIGHTS
in Nutricosmetics
Raphaëlle O’Connor
September 2020

2. RAPHAËLLE
O’CONNOR
info@inewtrition.com

3. Raphaëlle – 20 years experience in
Product Design & Innovation
Design = People + Experiences

4. Hyperconnected and health-focused consumers are switching their purchasing habits from a one-size-fits-all
approach to personalized solutions, digital interfaces and on-demand manufacturing. How can companies and
product designers meet customer expectations? Watch out for advanced analytics, technology and emerging trends
to shape the forever changing landscape of nutricosmetics.
Market Analysis and Consumer Trends
Converging Products
Natural bio-actives with multifunctional properties
overlapping food supplements, integrated
Medicine, Fitness, Wellness & Beauty-from-Within.
Product Design
Where are we weeing the greatest success in
enhancing the skin, nails and hair benefits of
nutricosmetics while delivering on price and
format. Extract relevant consumer-centric
sensory attributes?
Service, Technology & Devices
What advancements have been made in
consumer diagnostic technology? How are the
data and information being translated into new
dimensions across the value chain?
“Glocal” Market Research
What impact is new science and research
have on this category globally with specific
local signals and emerging trends.
Fragmentation & Personalisation
Which profile(s) are best placed to benefit from
the nexus of beauty, food supplements and
health. Which product(s) for which demographic?
How can epigenetics personalise offerings?
New Product Formats
With consumer trends rapidly evolving, what
are the latest innovations in product formats
and packaging to drive habit change and
loyalty? What are the consumers preference
drivers?
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5. LIFESTYLE
• Rituals
• Active Beauty
• Holistic routines
• New way of living
CONVERGING
• Nutricosmetics
• Cosmeceuticals
• Nutriceuticals
• Medical Foods
• Ethnobotany
• Phytomedicine
• Aesthetic Medicine
• Edible Beauty
• Pharmaconutrition
• Beauty foods
• Integrated medicine
• Food Pharmacy
• Ethnopharmacy
• Phytotherapy
• Herbaceuticals
• Dermaceuticals
• Beauty Foods
• Clean Beauty
WELLNESS
• Weight Management
• All-in-One
• Gender
• Personalisation
Cosmetics
Pharmaceuticals
Foods
Supplements
Fitness
Beauty-From-Within
Product features & categories: merging sectors

6. BENEFITS
• Clear skin
• Anti-Ageing
• Sun Protection
• Detox / Weight
• Cleanse
• Freckle
• Corrective
• Dermatitis
• Eczema
• Rosacea
• Tone
• Premature ageing
• Acne prone skin
• Cellulite
• Dry
• Oily
• Dehydrated
• Sensitive
ATTRIBUTES (Function)
• Bio-actives (antioxidants, etc.)
• Gut-Skin connection
• V-label
• Organic ingredients
• Clean label
• Targeted release
• Controlled delivery
• Natural
• Sustainable Ingredients
• Packaging
• Shelf-Life / Storage
• Claims
• Bioavailability
• Bioaccessibility
• DNA repair / Cellular level / Stem
Cells
• Epigenetics
ATTRIBUTES (Emotion)
• Organic branding
• Health benefits
• Values
• Convenience
• Animal welfare
• Convenient format
• Sensory
• Experience / Insperience
• Certifications
• Clean
• Free-From
• Sustainable
• Travel Pack
• Vegan
• Vegetarian
Cosmetics
Pharmaceuticals
Foods
Supplements
Fitness
Product features & categories: merging sectors
Beauty-From-Within
+ =

7. Attributes & Benefits
Encapsulation
Nano
Coating
Mild Processing
Multi emulsions
Colloidal
Filtration, ionisation
Biotransformation
Molecular delivery
Turmeric
Green Algae / Seaweed
Gelatine
Berries
Aloe Vera
Moringa
Pro/Post/Sym Biotics
Kakadu Plum (murunga)
Adaptogens
Hemp seed oil
Camel milk
Australian bush
Charcoal
Collagen (hydrolysed or not)
Maritime pine bark
Chamomile
Calendula (Marigold)
Sprouted
Biofermented
Activated
Alkaline
Boosts
Elixir
Cordials
Sachets / Packs / Bun
Tea Bag
Powder Mixes
Builder, Booster
Complex / Mix / Blend
Marshmallows?!
Beers?!
Soup? / Broth?
Formats
Ingredients
Service(s)
Manufacturing
Enhancements
Technology
Green Tea
Mushroom
Cacay
Inulin
Bakuchiol
Sea buckthorn fruit oil
Wheat ceramides
Alpha lipoic acid
Red clover leaf
Gotu kola seed
Ashwagandha
Red Radix Ginseng
Pumpkin Powder
Horsetail Powder
Kelp
Saw Palmetto
Skin of fruits
Sweeties, chewable, jellies, candies
Functional Beverages, Teas, RTD’s
Juices
Foams / Mousses
Gels, Jelly
Refrigerated products
Bites
Pearls, Beads, Granules
Strips / Stick Packs
Shots
Ampoules
Concentrate

8. Inner Beauty Nutrients & Bioactives
• Biotin
• Niacin
• Vit. B2, A, C, E
• Copper
• Iodine
• Niacin
• Selenium
• Zinc
• Flavonoids
• Polyphenols
• Resveratrol
• Zeaxanthin,
• Astaxanthin
• Alkaloids
• Saponins
• Anti-oxidants
• CoQ10
• Curcumin
• Essential fatty acids
• Fucoidans (bioactive polysaccharides)
• Glucosinolates
• Hyaluronic acid
• NAD+ (nicotinamide adenine dinucleotide)

9. Keys for success (1)
Natural
Organic
Fair TradeEco Friendly

10. Keys for success (2)

11. Personalisation through Technology (1)
3D Printing

12. HOME SPA & S3 SCANNER TO TEST CAROTENOIDS LEVELS
Personalisation through Technology (2)…

13. … and
Service(s)
• Direct sale
• B2B (aesthetic, salons, spas)
• B2C
• E-channels
• Subscription model
Business Models

14. Product Design Process
to build a roadmap
Segmentation Personas /
Segment
Needs DeliveryDesign
Action
Insight
Data &
Information
Understanding
Quality control of pharma industry, the
benefits of bio-actives (skin, hair, nail, gut)
and the sensory attributes of foods will be
combined.

15. SERVICEPRODUCT
Medicine
Wellness Brand Mapping: Nutricosmetics
Food SupplementsBeauty….. from-within
BUSINESSMODELSDISTRIBUTIONCHANNELS
TECHNOLOGY
CONSUMER
LIFE STYLE
CONSUMER
NUTRITION
CONSUMER
MASS
CONSUMER
HEALTH
CONSUMER

16. FUNCTIONALATTRIBUTESEMOTIONAL
Product Format
EMOTIONALBENEFITSFUNCTIONAL
Emotional & Functional Mapping: Size of the Prize?
Where does
Your Brand fit?
Don’t forget Technical Challenges:
- Formulation & Stability
- Manufacture & Quality
Don’t forget Emotional Friction:
-Consumer Experience (CX)
-User Interface (UI)
-Consumer Benefit

17. Key Sensory Characteristics:
Qualitative, Quantitative and throughout shelf life
• Sounds (Primary Packaging)
• Visuals (colour, glossy, shiny, shape, size, weight,
translucent)
• Texture (smooth, gritty, bouncy)
• Smell (product and primary packaging)
• Label presence and details thereof
• Coding legibility (shelf life, storage, number units)
• Primary / Secondary packaging
• Insert
• Desiccant
• Multipack
• Shipper

18. Services we provide (1): 15 Keys for Success!
• Positioning: Premium / Super Premium
• Scientifically proven to substantiate claims: Doctors,
Scientific Advisory Board, R&D, Clinical Trials
• Endorsement Key Opinion Leaders
• Collaboration – Academic Partnership
• Compliance by Design – Regulatory framework
• Technology & Services
• Clean-Science principles
• Multi-disciplinary team and Project Management

19. • Create a point of difference (e.g. combined w/ sleep
immunity, weight management or mood)
• Plan for a niche and adopt a long-term strategy
• Distribute the product through the right channels
• Credible product format and convenient packaging
• Consumer insights: from Attributes to Benefits
• Integrated marketing communication: label + brand
• Aspirational and authentic expert brand personality
Services we provide (2): 15 Keys for Success!

20. How can I help?
Á-La-Carte Technical & Marketing Support
info@inewtrition.com

21. RAPHAËLLE
O’CONNOR, Ph.Dinfo@inewtrition.com
www.inewtrition.com