Trendwatch: Coca-Cola + L'Oréal = Lumaé
Coca-Cola and L'Oréal are teaming up to create a nutraceutical beverage called Lumaé, a tea-based ready-to-drink beverage that will contain ingredients that can help women care for their skin, and could become the mass market’s answer to popular upscale nutraceutical beverage Borba currently available in Sephora stores.
Coca-Cola's spokespeople are coy about the development, but is expected to be launched in 2008, and the product will be sold in department stores (early plans call for distribution in Saks Fifth Avenue) rather than mass-market retail outlets where Coca-Cola's offerings are more commonly found, such as 7-Eleven.
It will be aimed at "active, influential, image-conscious women over the age of 25, who embrace health and wellness".
Such nutraceutical products are already popular overseas. In Japan, for example, Coke has launched several entries including Love Body, which it claims not only burns calories, but contains an ingredient rumored to increase bust size.
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