You may remember a post we did a couple of months ago talking about a deal between beverage giant Coca Cola and beauty giant L'Oreal that called for a creation of a new drink dubbed Lumae that is suppose to help your skin look better. At the time, we didn't see this as a start of a new trend, but perhaps we might have been premature in making that call. Now, news is out that Pepsi's bottled water brand, Aquafina is working with licensee partner Added Extras to create Aquafina Advanced Hydration, a new skin care line. Experts say the deal makes sense since hydration is the essence of any effective skin care solution, and Aquafina after all, is all about hydration, right? There will be a total of 10 individual products under the Aquafina Advanced Hydration line costing between $4 and $20. The question is whether young women who are already partial to purchasing prestige beauty products or at least masstige beauty products will be fired up to try something from a brand they're used to drinking not applying to their faces. Expect to see an advertising campaign later this summer including print ads in beauty and style magazines In Style and Allure. If this trend continues, may be soon we'll see Red Bull lip balm targeted to avid male snowboarders. Hey, that acutally sounds pretty cool now that I think about it.
To me, this is extremely weird. This guy likes it too (http://www.unboundedition.com/content/view/549/50/)
but to me, it's just a bit strange. It feels like they're overextending, but I guess they're already in a ton of other arenas.
Posted by: frank | May 22, 2007 at 11:55 PM