IntroductionThis case study on Glowelle forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the nutraceutical drink Glowelle has achieved success by promoting the important diet to skincare link.Reasons to Purchase*Gain insight into the methods used by important industry players to give them a competitive edge*Identify specific areas for operational improvements*Capitalize on the knowledge of experienced companies when entering a new niche or market

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Glowelle Case Study: creating a successful nutraceutical brand
Published on March 2010
Report Summary
Introduction
This case study on Glowelle forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. It focuses on how the nutraceutical drink Glowelle has achieved success by promoting the important
diet to skincare link.
Reasons to Purchase
*Gain insight into the methods used by important industry players to give them a competitive edge
*Identify specific areas for operational improvements
*Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Content
Datamonitor view 1
CATALYST 1
SUMMARY 1
Analysis 2
Nutraceuticals is a nascent category but rising demand has seen strong growth 2
The connection between nutrition and personal appearance is not a new concept 2
Time has become more valuable during recessionary times but consumers are loathe to curtail established personal care regimes 2
There is a relatively high demand for nutraceutical solutions among consumers in the US 3
Nestle introduced the Glowelle range of products to the US as nutritional supplements designed to improve appearance 3
Glowelle was officially launched in late 2008 3
Glowelle products rely on natural and botanical ingredients, tapping into a key trend 4
Nutraceitcals's efficacy benefits may offset any negatives associated with its sensory appeal 4
Initially, Glowelle drinks were only available in Neiman Marcus department stores 5
Nestle positions Glowelle as a regular rather than occasional purchase 6
Online activity has boosted sales of Glowelle 6
The Glowelle website provides a range of information on skincare and the effects of specific ingredients 6
Glowelle has successfully used social media and other online methods to promote the brand 7
Conclusion: Glowelle's approach provides a good template for success in nutraceuticals 8
APPENDIX 9
Case study series 9
Methodology 9
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Secondary sources 9
Further reading 9
Ask the analyst 9
Datamonitor consulting 9
Disclaimer 9
LIST OF FIGURES
Figure 1: The majority of US consumers are at least interested in nutraceuticals 3
Figure 2: Glowelle beauty drinks are available as a ready-made drink or in a powder form 4
Figure 3: Natural and organic ingredients are important to many consumers when choosing skincare products 5
Figure 4: The Glowelle website aims to thoroughly explain the effects of regularly using beauty drinks 7
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