Another suggestion from friend and reader Angie, this is Glowelle, a new line of "beauty drinks" from Nestlé. Design by Ken Ussenko of KU Productions.
(More pictures and information after the jump.)
Nutraceuticals ("beauty foods" or "nutracosmetics") are a big trend in Japan and Europe, according to this MediaPost article. About Glowelle they say:
Glowelle, a beauty drink dietary supplement that "protects and hydrates the inner and outer layers of the skin," includes a proprietary blend of high-antioxidant vitamins, botanical and fruit extracts, and phtyo-nutrients. (Phyto-nutrients are organic components of plants shown in studies to reduce cancer risk and enhance human health, although Glowelle isn't making health claims). The product's core selling point is its claim that it "fights the signs of aging by nourishing your skin from within."
For now Glowelle is only being sold at Neiman Marcus and Bergdorf Goodman, for $7 per bottle.
Glowelle is also available in powder stick form, which you mix with water, much like tea.
The Glowelle powder sticks come in 7-day ($40) and 30-day ($112) packs, respectively.
Thoughts on the designs?
For me, the bottles are working better than the powder sticks/packs. On the bottles, the branding stands out well, as does the generic descriptor ("Beauty Drink") which is important for a new product and lesser known category. The structure is definitely unique -- which is also good -- but perhaps a bit odd in its resemblance to a smushed baseball bat (Angie's apt description). I find the colors rich and inviting, and appropriate for the beauty industry.
Then there are the powder sticks/packs, which to me have the aesthetics of feminine care
products, but with a nicer, cleaner execution. I suppose it's a similar
market, but I would have expected more "beverage" and "refreshing"
cues. I also miss the richer color palette.
Overall I do think the line looks pretty good, but some enhancements could probably be made in the future.
As for whether or not the drink works... I'm one of those people who will try almost anything once, so maybe someday I'll find out!
