Beni beauty from Lotte in Japan

Beauty beverages in Asia, especially in Japan, are becoming more common. The ‘beauties’ include products such as Coca-Cola’s Minute Maid Beautia with gamma-tocopherol, and Meiji Dairies’ VAAM, a beauty jelly drink with amino acids, both of which appeared last year. However, there is still room for innovation, with the use of new ingredients and novel positionings.

In Japan, Lotte introduced Beni (Red), a healthy beauty drink for women, made with six year old red Korean ginseng, as well as extracts of hibiscus, dates, safflowers, Chinese wolfberries, longan, firethorn, satsuma orange peel and ginger. According to the company, Korean red ginseng is said to be a time honoured ingredient for health support, helping consumers feel stronger and more energised.

This product is positioned for women in their 30s who feel less strong with age, which is a novel positioning for a beauty drink. What is more, the company says that this beverage will also warm up the body from the inside.