Dive Brief:
- Vita Coco, a leading brand in coconut water, announced it is taking a broad approach with its coconut oil line, moving beyond food into skincare and haircare products.
- The company believes the strategy has huge potential with this strategy, and vice president of marketing Charles van Es said it can “disrupt this category with more consumer education.” In an Advertising Age article, he pointed to success in categories such as hummus and Greek yogurt.
- The company recently featured a Snapchat compilation where model Chrissy Teigen talks about using the company’s coconut oil as a moisturizer, makeup remover and furniture polish.
Dive Insight:
Coconut oil products are increasingly showing up in natural food stores and club warehouses. And Vita Coco believes there is a huge growth potential as consumers embrace the use of the oil as a natural beauty product. Teaching consumers about the benefits of coconut oil in beauty products is important, especially since they are more known by people who live in places where coconuts grow, like southern states and Caribbean and Pacific islands.
Other ingredients have made the jump from the kitchen to the beauty bag. Good Housekeeping profiled products made from food items, like a nail polish that nourishes fingers with the calcium and vitamin K of kale extract, and lipstick that gets its pink blush from tomatoes.
And products containing yogurt are everywhere in the drug store, as well as in the grocery store. Home spa treatments have long advocated making masks and peels with it, and now soaps, makeup and lotions have it as an ingredient.