Nature’s Bounty: 'Women’s health and beauty is a growth category for our brand'

Almost 80% of women say they often notice concerns in their hair, skin or nails, according to a recent survey of 500 women by Wakefield Research and commissioned by Nature’s Bounty. The survey also found that women typically use an average of 3 products on their hair, skin or nails in a day.

While 81% of these women have heard about health supplements created to benefit hair, skin, or nails, only 59% have tried them, which represents an opportunity.

Unsurprisingly, the consumers in this sector tend to be between the ages of 20-45, said Chris O’Connor, senior director brand marketing for Nature’s Bounty. “The consumers tend to believe, rightfully, that what you put in your body, including foods and supplements, is as important as what you put on it,”​ said O’Connor.

“Nature’s Bounty Optimal Solutions Hair Skin and Nails products are very popular, as they cover multiple areas of interest,” ​he added. “The multivitamin softgels are specially formulated to target hair, skin and nail health while also featuring argan oil, hyaluronic acid and antioxidants.”​ The products are also formulated to contain 5,000 micrograms of biotin.

Challenge​

The brand recently launched its Hair, Skin and Nails Challenge, and the timing was carefully chosen, said O’Connor. “Winter weather can be harsh on these areas of the body,”​ he said. “It is also a key time when consumers are making commitments to enhance their healthy lifestyles. The Challenge gives consumers a low risk opportunity to try something we feel confident will positively impact their health and beauty routine from the inside out.”​

Nature’s Bounty continues to expand its beauty portfolio, and recently launched a Keratin Formula and a Healthy Aging Energy Beauty Formula, a Women’s Adult Multi Gummy and a Keratin product. 

“Overall women’s health and beauty is a growth category for the brand and for the industry in general,” ​said O’Connor.

So what’s next for the beauty from within category?  “We are always looking for new ways to positively impact our consumers’ health and beauty routines from the inside out by staying abreast of the latest in scientific research and nutrition,”​ said O’Connor. “So it’s safe to say that ‘what’s next’, at least for Nature’s Bounty, will be steeped in science and research.”​

Scientific council​

NBTY recently announced the formation a scientific advisory council​, with its chair Dr David Katz describing it as “cross-disciplinary collaboration [that] is fantastic for industry development, achievement and advancement”​.