"Today, we think nutritional complements are indispensable to beauty," said Natacha Dzikowski, global brand image director of Sephora France, in Paris.

"We recognize that beauty is about overall well-being, a significant part of which is internal wellness," added Allison Slater, vice president of retail marketing for Sephora U.S.A. in New York.

The perfumery's spaces, known as "Healthy & Beauty" bars, measure about 22 square feet and stock approximately 10 ingestible brands, including Fushi, N.V. Perricone, Murad and Sephora's 24H Slimming Program. Experts are on hand to advise clients here, as well.

"This isn't medical—that's not what we're about," explained Dzikowski. "We are into 'happy science.' "

Farmacia Urban Healing similarly plans to make accessible health- and beautyrelated information on the supplements it sells. (See related story, page 14.) Fueling this feel-good-look-good trend is a new notion of holistic beauty, which takes into account all aspects of a person's life and shuns quick fixes.

"Botox and invasive surgery are with us now as part of our lives, but not everyone has the funds to maintain that lifestyle and not everyone thinks it's the right thing to do," said Debbie Beaumont-Howell, beauty buyer at House of Fraser.

Whole Foods, the ultimate "green grocer," has become a front-running retailer in the holistic beauty race. In its stores, beauty products from brands such as Ren and Nude are sold close to organic oats and olive oils, plus health and beauty supplements. By introducing a visual link between nutrition, wellness and beauty, the retailer, which often features in-store treatment rooms as well as deli counters, has upped the ante for traditional beauty players, executives say.

"As a society right now, we are obsessed with food—cooking shows, 'accessible gourmet,' active foods, bioengineered foods, super-organics—and taking food to the next level of anti-aging," said New York-based beauty futurologist Jeanine Recckio.

However, eating properly is not enough to remain in top shape, according to some industry executives.

LVMH Moët Hennessy Louis Vuitton-owned Sephora perfumery and House of Fraser department store chains are among retailers bulking up their ingestible beauty offer this fall. So, too, are cosmetics brands, from high-tech dermatologists to übernatural names.

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