Buoyed by success in the U.K., Boots Retail USA has put Beauty Beneath, a beauty supplement, into 8,000 Walgreens stores in the U.S.
The supplement, which was developed by a team of beauty scientists and nutrition and skin-care experts, aims to prevent the signs of aging and become part of a traditional daily skin-care routine.
Beauty Beneath isn’t the first supplement to tackle the issue of promoting skin care from within. Giants such as Procter & Gamble have tried under the Olay banner and Walgreens even marketed its own brand a decade ago.
But Lyle Tick, managing director of Boots Retail USA, thinks the timing is right now as Americans look more closely at the concept of ingestibles.
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“This is about the future of skin-care regimens,” Tick said. “Beauty Beneath is skin care in a capsule.”
He said that around the world people are more in tune with ingesting vitamins to boost skin health. The U.S. has been behind but is waking up to the connection of health and beauty. “People are thinking more about what they put inside their body is tied to what they are doing on the surface.”
The Beauty Beneath formula is designed to tackle aging from beneath the surface of the skin as opposed to antiaging creams or serums, which are applied on the surface. It contains marine collagen, which mirrors the collagen found in the skin’s dermis layer, fatty acids and a range of minerals and vitamins including vitamins C and E and zinc. It retails for $39.99 for 60 capsules, or roughly a month’s supply. Taken daily, the company said results are achieved in eight weeks. Beauty Beneath is designed to complement daily skin-care routines.
Joe Mitchell, the global marketing manager, said the product has been positively received in the U.K. where it is sold exclusively at Boots. “Customers are really liking what they see,” he added.
Tick said the Beauty Beneath in the U.S. is being cross merchandised in both the skin care department in beauty and in nutritional supplements to gauge where shoppers seek it out.