Next month Danone will launch its Essensis yoghurt on the French market, the first-ever mainstream food product claiming to have a beneficial effect on the skin.
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Essensis is made up of cocktail of nutriments – Omega 6, green tea antioxidants and vitamin E – together with exclusive ferments.
Danone says clinical trials have demonstrated that two 110g pots of Essensis daily can lead to a 15% reduction in the amount of water lost by skin cells, after a period of six weeks, rising to 25% after 18 weeks.
Apart from its specific taste, texture and packaging, Essensis also has a distinctive colour – rose fuschia.
It will be available in four varieties – natural, litichi-white grape, raspberry-pomegranate and peach-apricot. A four-pot pack will retail at EUR2.05 (US$2.65) and an 8-pack at EUR3.59. Pots will carry the slogan “Nourish your skin from the inside.”
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By GlobalDataDanone has not revealed how much is being spent on the launch, but a multi-media ad campaign is due to start at the end of February. A “beauty bar” will also be located at Printemps’ flagship department store on the Boulevard Haussmann in Paris where customers will be able to test out the product.
With Essensis, Danone has opened the door on dermato-nutritional development and says that other products in this emerging segment could well follow if this initial offering proves successful.
