A brand extension for soda manufacturer

May 7, 2007 in Fashion/Beauty/Such

In no time, fashion and beauty magazines will be buzzing about the new line of ‘innovative’ skincare from PepsiCo’s Aquafina brand.

Beauty and cosmetics are affordable luxury (last year the luxury market in USA grew by almost 27%) and Aquafina was extremely smart to have recognized this opportunity to allign their brand meaningfully with this particular extension. Also, it’s not like Aquafina developed the line of beauty products in-house — they are licsensed from a third-party which not only saved Aquafina the R&D efforts and money behind launching a beauty brand, but will also rake in revenues from royalties. The beauty product line titled, Aquafina Advanced Hydration RX includes the typical products (cleasners, toners, creams, masks ) and a couple in the anti-aging category.

It doesn’t amaze me that packaged and bottled water has become a multi-million dollar industry. I think Aquafina is certainly cashing in on it’s percieved brand value and the continous growth expected in this industry. I love Aquafina — the water, the design of the bottle, the cool associated with the brand. And what gives– I might even sample the skincare when it launches. (but knowing it was licsensed makes me less willing to do so)

In other news — I wrote about drinkable skincare a while ago — and now even the major players like Coca Cola and L’Oreal are joining the bandwagon. Word is, the two giants are teaming up to launch Lumae, a Borba-like beverage that is designed to benefit the skin.