Beauty Industry, Beauty Launches

Marketing Food as Beauty

Vita Coco, the beverage brand, will be launching coconut oil.

August 5, 2014

By: Jamie Matusow

Editor-in-Chief

Coconut water brand Vita Coco is launching a new product – Vita Coco Coconut Oil – and it blurs the lines between food and beauty. The coconut oil is USDA organic certified, 100% raw and cold-pressed.

It is a food product, but the company is touting its uses as a personal care product / skin care moisturizer – and it will be sold in the beauty aisles as well as food aisles at specialty retailers.

The product will be merchandised in the cooking oil section and beauty section of national natural specialty retailers – and, it’s launching on Amazon later this month. Consumers can also look for the brand in the beauty section of select department stores.

It is packaged in 18-ounce PET jars; and 14-ounce flint frosted glass jars.