Protein has always been an important part of wellness to Elle Macpherson. So when she couldn’t find a protein shake that satisfied her, she set out to create her own, called The Super Elixir Nourishing Protein, which launched today on WelleCo.com and will be sold on Net-a-porter on Aug. 17.
Formulated by Macpherson’s nutritionist, Dr. Simone Laubscher, the protein powder is vegan, gluten-free and is made from organic sprouted brown rice, pea protein and Peruvian cacao. It also contains amino acids, chromium, psyllium husks, dandelion, acai and pomegranate to kick-start the metabolism, balance blood sugar levels, reduce cravings and slow down internal and external aging.
Created for men and women, the Super Elixir Nourishing Protein is priced at $59.50 for a 500-g, $49.50 for a 300-g and $6.50 for a 30-g sachet.
This is the second product for Macpherson and her cofounder Andrea Bux, who launched The Super Elixir Alkalising Greens Supplement in 2014.
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The model, whose nickname is “The Body,” said consumers are ready for such products, noting the wellness market is worth $700 billion and could reach the trillions by 2019.
“Holistic health is one of the biggest trends across all categories at the moment,” declared Claire Hobson, executive vice president and global business director of The Future Laboratory, during the CEW Global Trends Report presentation “Future Focus: Long Beauty.” “It’s important that when we talk about cosmetics, we talk about beauty, we talk about wellness and we talk about health in a converged environment now. It’s not about being perfect. It’s about feeling good and looking good.”
Moreover, an increasing number of natural beauty retailers, like Cap Beauty and California-based Detox Market, are jumping at the opportunity to add supplements and protein powders to their assortment, as consumers see the direct link between beauty and wellness.
“Health and beauty are intricate, but it does take a more educated and really engaged consumer to realize that and commit to that because it is a choice,” said Karen Grant, global beauty industry analyst at the NPD Group. “A lot of people do still go for the quicker fixes of things, but there’s a continued growth in natural brands because they also speak to these consumers as well.”