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Anheuser-Busch launches skin balancing water worldwide

By Simon Pitman , 21-Aug-2007

Global drinks company Anheuser-Busch has launched a new line of bottled water that will be marketed as an integral part of any skin care regime in a bid to make a side-step into the ever-growing skin care market.

The Borba-branded Skin Balance Waters will be launched in clarifying, age defying, firming and replenishing varieties throughout leading global markets in a bid to tap into the market for targeted skin care regimes that address specific issues. Alongside the bottled water, there will also be a powder form of the skin care line distributed through Aqua-Less Crystalines, which will be marketed solely in the United States, at the beginning. The drinks line will be marketed in leading markets throughout Europe, but the company said it would not be distributed in the Asia Pacific region, where the market for such products is already developed in key countries. Specific terms of the agreement were not revealed, but the company is hoping to tap into a market that is fast-growing, by combining the desire for healthier drinks together with demand for food and beverage products that are said to enhance the physical appearance of both skin or hair. The new line of Borba drinks contain antioxidants, vitamins and botanicals, with each drink being formulated to provide the minerals and properties to help provide 'a clearer, firmer skin, and help for dry, dehydrated skin, the company claims. Initially the line will be available at high-end retailers such as Sephora, Ults and Equinox Gyms from November, as well as online, but eventually it is expected that the distribution will tap into the existing and extensive Anheuser-Busch distribution network. Borba CEO Scott Vincent said that the distribution agreement would mean the company can also tap into Anheuser-Busch's worldwide marketing network, something that should help it to tap into a varied and far-reaching consumer base. "Adding the BORBA Skin Balance Waters and Aqua-Less Crystallines to our portfolio allows us to participate in the emerging nutraceutical beverage category," said Dave Peacock, vice president of business operations, Anheuser-Busch. ] "The BORBA line of beverages provides innovative and highly profitable products for our wholesalers and retail customers, while expanding our business into high-growth beverages beyond beer," he added.

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