L’Oréal, the French cosmetic company known worldwide for its
cosmetics and hair-care products, is at the forefront of a new
marketing concept designed to deliver customer delight and
to “change the lives of women
everywhere,” according to
Laurent Attal, Managing Director
of L’Oréal’s Active Cosmetic
division.30 The concept, called
Nutricosmetics, combines cosmetics
and nutrition to offer consumers
nutritional supplements with
beauty benefits that work from
the inside out. The company’s first
product in its nutricosmetic line,
launched in March, 2003, is
called Innéov Firmness, an oral
supplement that firms the skin, according to laboratory research.
Of course, L’Oréal claims the supplements are even more effective
when used in conjunction with the company’s line of topical
anti-aging creams. L’Oréal teamed up with Nestlé, a Swiss multinational
company with expertise in nutrition, to create the product.
The “beauty pill” contains lacto-lycopene, which is similar to
a natural molecules found in tomatoes and soy. The supplement
is designed for women over 40 who are concerned about aging
and want to improve skin tone and elasticity.