Beauty Buzz. Hydration Hero or Will it Fizz Out: PepsiCo’s Aquafina to Launch Skincare Line. Second City Style Fashion Blog

May 7, 2007 • Beauty



It makes sense in a sick kind of way. Celebs can be designers just because they can launch a brand and now soft drink companies are giving us beauty products. As Becky Ebenkamp reports for Brandweek, Aquafina is not just coming out of the vending machine but will be part of a new skincare line that will include a foaming cleanser, a clarifying toner and a facial scrub, will launch at retail, drug chains and mass merchants in August. Support will include print, Internet and exposure at trendy events.
For the full scoop read below or go to Brandweek
–Joanne Molina for Second City Style

Aquafina Adds Beauty SKUs To Enhance Liquid Assets
Aquafina-branded wrinkle cream is one of 10 new SKUs from licensee Added Extras.
By Becky Ebenkamp

LOS ANGELES — Aquafina is thirsting to “Make your body happy” in a whole new way. The PepsiCo-owned bottled water brand will flow from the beverage aisle into the health & beauty segment with Aquafina Advanced Hydration RX, a 10-SKU skincare line from licensee Added Extras.

The lineup, which will include a foaming cleanser, a clarifying toner and a facial scrub, will launch at retail, drug chains and mass merchants in August. Support will include print, Internet and exposure at trendy events.

The extension is a natural fit for the water brand, said Debra Joester, president at Joester Loria Group, New York, which brokered the deal. “Hydration is the basis of any effective skincare product and Aquafina delivers on the promise of hydration.”

The Aquafina skincare products will compete with Oil of Olay, Neutrogena, L’Oréal and other national premium brands sold in the channels.

Skincare and beverages are becoming a hot combination. Borba, Los Angeles, which offers beverages as well as moisturizers at Sephora, Nordstrom and other upscale retailers, is said to be in talks with Anheuser-Busch to distribute its women-targeted functional water, per Beverage Business Insights, West Nyack, N.Y.

Coca-Cola and L’Oréal are working on Lumaé, a beverage designed to help your skin. ( Brandweek, March 12)

Aquafina Advanced Hydration RX will be the first brand available at national chains that uses “QuSomes” technology, which is touted as good for absorption.

“It’s a leap and a half from the core product, but there is definitely a connection,” said Charles Riotto, president at International Licensing Industry Merchandisers’ Assn., New York. “People associate Aquafina with purity, which is the type of thing consumers would look for in facial cleansers.”

The move helps extend the Aquafina brand name from the beverage aisle to the cosmetics aisle, Riotto affirmed. “Plus the brand name will now pop up in other places of the house. One of the main benefits of licensing is to build more awareness for the brand, not to mention the royalties from the revenue stream.”

In 2006, 18.3% of licensed items involved a corporate brand, accounting for $1.1 billion in royalties, per LIMA.

A facial mask, daytime moisturizer with SPF, nighttime moisturizer, under-eye cream, wrinkle release and sealer, targeted renewal treatment and hydrating facial spray round out the portfolio of products. MSRP will range from $4 to $20.

A $1 million-plus print campaign—via an agency to be named—is planned for women’s beauty, health and fitness publications such as Allure and InStyle. The line also will be promoted at Aquafina-sponsored events such as the Sundance and Tribeca film festivals and New York Fashion Week. More cross-promotional plans are in the works.

Aquafina was the top-selling water brand last year, excluding private labels, per Beverage Digest, Bedford Hills, N.Y. It owns 15.2% of the category. Volume sales grew 18.6% in 2006.

Added Extras, New York, tested the waters in 2006 by launching Aquafina Hydrating Lip Oil in national retailers such as Wal-Mart, along with specialty stores. “This is the only category we’re taking Aquafina into,” Joester said. “They’re very selective in identifying extensions that fit their brand, and [beauty] is one they are very comfortable with.”

Scott Vincent Borba, founder and CEO, said Borba products exceeded last year’s sales projections. However, he declined to comment about the Anheuser-Busch speculation. Borba noted that his brand has struck a few licensing deals, such as partnering with Jamba Juice for smoothies, Tarte Cosmetics for infused lip gloss and even an anti-acne chocolate bar with Jin Patisserie. He was worried the chocolate product would be too much of an oxymoron, but “we sold out of 25,000 bars in just two and a half months,” said Borba.

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