Lutein is DSM’s latest offering for beauty from within
Traditionally associated with eye health, DSM is hoping to cash in on the growing ‘beauty from within’ trend on the back of a number of studies suggesting lutein’s beneficial properties on skin health.
Spokesperson for DSM Christopher Tully explained how the new marketing initiative is a response to the findings of recent scientific studies.
“There are three key benefits that have been supported by recent scientific studies: Skin hydration and smoothness, sun protection and protection against oxidative stress.”
In addition, the skin health market is a growth segment, he explained, driven mainly by an aging population, an awareness of sun damage and the ever present desire to maintain physical appearance.
Interest from both sides
According to Tully, response from the industry has been positive, both from the cosmetics side and from the food, beverage and dietary supplements players.
Companies are realizing the potential of these products and are looking to extend their brands into the segment, he said.
The FloraGlo Lutein incorporates the company’s beadlet technology called Actilease, which it claims protects the active ingredient, improves bioavailability and allows for a broad range of applications.
The beauty from within trend has been tipped for significant growth by many analysts and was valued at $1.5bn in 2007 by market analysts Kline.
Growth is expected to be significant and Kline predicts the market to stand at $2.5bn by 2012.
However, the American consumers may be the hardest to convince as currently the US market holds only 3 percent of the market, with Europe and Japan streets ahead with 55 and 41 percent market shares, respectively.
