Sunday, 8 September 2013

Vita Coco or BeautyDrink? The latter is sponsoring London Fashion Week...

Brazilians aren’t scared of plastic surgery. I read a piece recently in the FT’s Weekend Magazine about the amount of money middle class Brazilians are spending on making their bottoms bigger or their tummies tighter: 905,124 plastic surgery procedures were performed in 2011, the second-highest in the world after the US. It was happening when I was growing up there, so it’s not new; it's just that more people have the money to do it now. Well, according to entrepreneur Cristiana Arcangeli, a new beauty trend in Brazil is to look after your body from “within”, by consuming collagen. Why we can’t just eat healthily and exercise is a mystery to me, but perhaps a few sweets are better than plumping up a bit of cheek. 


Now, Cristiana wants to conquer the UK market. Cristiana is the founder of Beauty’in, a snack and drinks brand whose products are sugar-free and contain hydrolysed collagen: “the protein responsible for the firmness and elasticity of skin”, according to the brand. I tried the cucumber, lemon and aloe vera drink (one of eight BeautyDrink flavours) during breakfast with Cristiana, and sampled a few sweets. “A lot of technology goes into developing these drinks; we work with a lot of doctors and labs,” Cristiana tells me.
She secured an eight-month exclusive distribution in Selfridges, but the brand is now branching out into Boots. Starting on Friday, BeautyDrink will become the official drinks sponsor of London Fashion Week.
The brand has only been going since 2010 in Brazil, but already it is sold from 9,000 doors and sales are doubling every year, albeit from a small base. Given Brazilians’ appetite for beauty – Brazil has the third largest beauty market in the world – the early success of Beauty’in doesn’t surprise me. 
But I’ll be interested to see how well it does here in the UK, given the popularity of its more established Brazilian competitor Vita Coco. The brand's "all natural, super-hydrating, fat-free, cholesterol-free, nutrient-packed, potassium-stacked, mega-electrolyte" (are you as scared as I am?) coconut water has been going for about 10 years and is sold in 20,000 outlets across the globe, from Tesco to Harvey Nichols.
Purely from a taste perspective, I prefer BeautyDrink, but as a die-hard pure water fan, I'm probably not the target customer. Which do you prefer?

No comments:

Post a Comment