Nestle’s Glowelle – Drink Your Way to Better Skin
September 17, 2008 by Susan Gunelius
Filed under Marketing
Nestle has a new brand, Glowelle, which is a beauty supplement sold in high-end stores such as Neiman Marcus and Bergdorf Goodman at $7 per single-serve bottle. A powdered version that can be mixed with water is also available for $40 (7-day supply) or $112 (30-day supply). It comes in two flavors – Raspberry Jasmine and Pomegranate Lychee.
Frankly, I don’t like the packaging. It doesn’t say “high-end” to me as you’d expect it should since it’s being sold in high-end department stores. I think the bottles look like ketchup bottles, and the floral design on the box makes it look more like a perfume box than a dietary supplement. I also think the term “beauty drink” is hilarious. It reminds me of that X-Files episode where the old ladies, including “Anna Fugazzi”, were getting their “beauty sleep”. If you never watched the X-Files then that reference will be lost on you, but that’s what I thought of when I read “beauty drink”, so I thought I’d share. But I digress.
Back to branding and Glowelle…
Apparently, these types of nutraceuticals (”beauty foods”) are very popular in Japan. We’ll see if they catch on in the rest of the world. Regardless, I’m not feeling the brand name, logo or package design for this product.
What do you think? Do you like the branding of Glowelle?
Hat tip to The Die Line for this story.
Images: Glowelle.com
What can I say…you add an “e” to the end of the word and it becomes a high-end product. You know like “Shoppe” or “Parke”. I’m not the demographic(e) and their branding approach was lost on me.
It reminds me of a book I saw at Borders called “Stupid Japanese Inventions”.