US vitamin maker Pharmavite has introduced its first cosmeceutical line in partnership with Procter & Gamble's Olay brand to mass retailers throughout the US.
The venture, first announced in April this year, matches the recent Nestle/L'Oreal launch of skincare vitamins, through its Laboratoires Innéov venture, on the European market. Olay Vitamins are backed by equally heavyweight brands - California-based Pharmavite's Nature Made supplements are a leading brand across all marketing channels, and Olay is one of giant consumer goods firm P&G's flagship cosmetics brands.
The companies claim that more than 130 existing scientific studies, showing how consumption of certain vitamins and minerals can benefit the skin's appearance and health, were used to develop the Olay Vitamins range.
The range consists of two sublines - seven Beauty Nutrients for skin health/appearance, which include antioxidants to protect against aging, and eight Wellness Nutrients to support a woman's 'inner health needs'.
The vitamins have been tested on more than 1,600 women between the ages of 18 and 55, said the companies, with seven out of 10 women reporting skin improvement after four weeks of use.
The suggested retail price for Olay Vitamins ranges from $7.99 (€6.96) to $24.99.