Home >> International >> Article

International: Nestle, L'Oreal develop foods that make you look good

08-July-2002
Font Size   16
International: Nestle, L'Oreal develop foods that make you look good

Food products that enhance skin, hair and nails are expected to appear in shops next year -- the fruit of an agreement just signed between Nestle and L'Oreal to create a new company to that end.

This is claimed to be the first joint venture between a food company and a cosmetics company. Nestle will provide the nutritional research; L'Oreal the dermatological know-how.

Laboratoires INNEOV, in which both companies will hold 50%, will be based in France, with its own marketing department.

Marketing will be largely driven by L'Oreal, says Nestle, but no details are available as yet. McCann-Erickson Worldwide, which works for both Nestle and L'Oreal, is "not in a position to comment," according to a London-based spokeswoman for McCann EMEA.

The network currently handles advertising for L'Oreal Paris' consumer division and Maybelline N.Y. globally. For Nestle, it has the global accounts for the chocolate and malt beverages (primarily Nesquik and Milo), Nescafe coffee, and petcare. It is also an aligned agency on the milks, creamers, infant nutrition and culinary businesses.

The concept behind the new joint venture is based on scientific evidence that certain food products and ingredients have a positive effect on skin, nails and hair. "It's a question of developing products which use that body of knowledge to bring demonstrable advantages to consumers," says Mr. Perroud. In other words, "marketing food with the idea that it's good for looking good."

The product benefits will be cosmetic, not nutritional, he adds, so distribution will be via channels "conducive to selling cosmetics," and therefore more likely to be those already used by L'Oreal than by Nestle.

The agreement is subject to regulatory approval, but no competitive issues are foreseen.

Nestle and L'Oreal already have a close relationship. Nestle owns 49% of Gesparal, the holding company which holds more than 53% of L'Oreal shares, and three Nestle directors are on the L'Oreal board.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.