LONDON — Beauty’in, the company that produces Beauty Drink, has signed a three-year deal with the British Fashion Council to become the official soft drink sponsor for London Fashion Week and its consumer event, Vodafone London Fashion Weekend, starting from the spring 2014 shows in September.
 
Beauty Drink, which is positioned as a beauty brand, takes over from Coca-Cola-owned Glacéau VitaminWater, which hassponsored the event for five years. It will provide 22,000 bottles of the beverage to the events. The drink, which comes in eight varieties with beauty and well-being properties, retails at 3.50 pounds per bottle, or $5.30 at current exchange.
 
Cristiana Arcangeli, Beauty’in’s founder, has a long history of supporting fashion through beauty brands: she used Phytoervas — the natural haircare brand she founded — to launch the first Brazilian fashion platform in the ‘90s. Over nine seasons, she elevated over 60 local designers before the event was sold andbecame what is now Sao Paolo Fashion Week. “For fashion, I think [London is] 200 years ahead of [Brazil],” Arcangeli told WWD. “I see London Fashion Week as a place where new trends and designers are launched.”
 
In July 2010, Beauty’in (deriving from the phrase “beauty from within”) launched Beauty Drink in Brazil, where it is currently sold in 9,000 doors, including gyms and healthfood stores. It launched exclusively in the beauty department at Selfridges in London in Oct. 2012, and will roll out in 300 U.K. Boots stores in August this year. It will land next at 500 doors in Mexico in September, followed by the U.S. in 300 doors in October.
 
Selfridges also stocks a range of candy and tea with the same cosmetic and health-giving benefits, and a chocolate and a collection of cereal bars is slated to launch in the U.K. later this year.
 
The drinks make use of a patented “dosing” cap, which keeps vitamins, minerals, organic fruit extracts and collagen fresh and preservative free. Once released into the mineral water in the bottle, the ingredients remain active for four hours, promising a range of benefits to skin, hair and nails, as well as wellbeing properties. In an in vivo clinical trial in Italy, where 100 subjects drank a bottle of Beauty Drink every day, wrinkle depth decreased by an average of 14 percent.

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