How does the capsule dosage form aid marketers in building more impactful brands?
Vieceli: The capsule dosage form offers an opportunity for cosmetic companies to roll out line extensions that complement their topical products. Supplements under their brand can be an addition, even a boost, to the treatment offered by their topical products. Consumers are very aware of the ingredients in topical products and the science behind their effectiveness. The importance of antioxidants, for example, is discussed in the major media. Antioxidants are key ingredients addressing aging issues. Most consumers today recognize that aging cannot be treated with just topical applications. Nutrition and exercise are also important components of the equation. In many cases, people are not able to get what they need just from their diets; processed foods and fast-paced lifestyles throw nutrition out of balance. So many consumers, even in this economy, look to supplements to help them reach their self-established nutritional guidelines. Cosmetic companies can take advantage of the consum
