SuperFoods Creates Skin Care for Healthful Set

West Coast beauty and health foods marketer SuperFoods Rx is banking on the connection between food and beauty...

SANTA MONICA, Calif. — West Coast beauty and health foods marketer SuperFoods Rx is banking on the connection between food and beauty by rolling out its whole foods-based line at upscale retailers.

The Del Mar, Calif.-based company, which incorporates books, skin care, nutritional supplements and food products, earlier this month launched its products exclusively at prestige beauty boutique Studio at Fred Segal in Santa Monica.

The initial offering includes the SFRX Complex Age Defying Serum, a skin care product formulated with “super” foods, or nutrient-dense foods, including pomegranate extract; green, white and black tea leaves; organic sweet pepper; organic tomato, and extract from pineapple and papaya.

Housed in a white dispenser, the product — which carries a suggested retail price of $69.95 — is designed to feed the skin with a mix of nutrients combined to offset the daily effects of aging.

David Stern, company co-founder, said the food-as-beauty concept is one his company will continue to develop.

“We are planning to launch five more skin care products over the next few months,” he said.

Accompanying the serum is a line of nutritional supplements, again containing known super foods such as broccoli, blueberries and fish oils. The pills come in a celadon-colored box and retail for $39.95 for a 30-day supply. Also available are bars of dark chocolate fortified with omega oils and made from organic cocoa.

Stern said the hookup with Studio made sense in light of the ongoing research indicating that consuming certain foods enhances overall beauty.

“It is known that super foods are indicated for the health of skin, hair and nails,” he said. “There is an established link between certain foods taken internally and the external implications of that. Given that, this is the perfect environment for the line.”

Stern said he was planning to continue expanding the brand’s retail network, focusing on high-end beauty boutiques and apothecaries, as well as the department store sector and shopping channels like HSN.

Robin Coe-Hutshing, co-founder and creative director of Studio, says the line is a perfect fit for the store. “Their philosophy and internal approach to beauty and wellness is the future of beauty,” she said.

This story first appeared in the April 11, 2008 issue of WWD.  Subscribe Today.

Stern added that the collection would continue to expand beyond skin care products and would include SuperFoods beverages and additional food products.

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