Coke and L’Or
al (yes, that L’Or
al) are partnering to offer a new “beauty drink,” that will be sold at venues such as Saks Fifth Avenue. From BrandWeek:
Currently called Luma
, the nutraceutical drink was trademarked as a tea-based ready-to-drink beverage by Coca-Cola’s Beverage Partners Worldwide division. The drink, which is still in the early stages of development, is expected to contain ingredients that will help women care for their skin, per a source.
is expected to target active, influential, image-conscious women over the age of 25 who embrace health and wellness. Coke is interested in marketing and distributing Luma
like a beauty brand instead of a soft drink. Early plans call for distribution in Saks Fifth Avenue (instead of Coke’s usual venues, like 7-Eleven).
Tea-based nutraceutical? Have we chopped off the head of Enviga only to have Luma
‘s grow back? Either way, we don’t need to buy our tea-based drinks at Saks.—MEGHANN MARCO