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Even P&G appears to be on a track towards wellness, and not just by shedding brands like Pringles. In late March, the consumer products giant acquired long-standing dietary supplement maker New Chapter, based in Brattelboro, VT.

A P&G spokesperson told Happi’s sister publication Nutraceuticals World that the deal was consistent with its health care business strategy, which is to “enter/expand fast growing categories that serve the wellness and aging mega trends.”

Amy Ziegler, global personal care analyst with Mintel contends that beauty brands have the best opportunity to leverage their expertise in the inner beauty market.

“Consumers can relate to their expertise. They can segue into the category and can bring in more consumers,” she said.

So, does that mean Olay Vitamins will make a comeback?

“Maybe there is opportunity for brands that gave it a go the first time to come back,” suggested Ziegler. “It will be interesting to see where P&G takes this. For beauty companies that have a stake in anti-aging, it is easier to purchase expertise. I think we will see more companies following.”
And hopefully more customers will come too.

http://www.happi.com/articles/2012/06/something-to-chew-on