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Aquafina Taps Into Skin Care Market With Beauty Line

Published June 11, 2007
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The company with the tagline “make your body happy” is planning to do so in an entirely novel way. Aquafina, the PepsiCo-owned bottled water brand, is planning a foray into the health and beauty segment with Aquafina Advanced Hydration RX, a 10-SKU skincare line from licensee Added Extras.

The lineup, which will include a foaming cleanser, a clarifying toner and a facial scrub, will launch at retail, drug chains and mass merchants this August. Support will include print, internet and exposure at trendy events. Price points will range from $4-$20. Aquafina Advanced Hydration RX will be the first brand available at national chains that uses “QuSomes” technology, said to be ideal for absorption.

Charles Riotto, president at International Licensing Industry Merchandisers Association, New York, said about the new line “People associate Aquafina with purity which is the type of thing consumers would look for in facial cleansers.”

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