While nutricosmetics are a relatively new innovation in the U.S. market, countries such as France and Japan have a history of ingestibles designed to augment external beauty. In a BusinessWeek interview, François Vix, a former exec at L’Oreal and Neutrogena, discusses his new entry into the nutricosmetics field in France. Vix’s GliSODin Skin Nutrients line is competing against big players; but, he’s using innovative techniques including tapping into the medical market—increasing awareness of the products among dermatologists and holistic practitioners.
Vix expanded on his ideas about the nutricosmetics field, encouraging fellow entrepreneurs to take their time developing scientifically-grounded formulations that have a strong point of differentiation in an often confusing consumer market. For the GliSODin products, he’s also engaged his sales force in viewing the company’s expansion as an “adventure” and promoting the benefits of working in less buttoned-up corporate environment.