Borba Drink for Beauty

BORBA (skincare Products)

ID 55501 BORBA

#1.Summary of pertinent case facts - Founded by Scott Vincent Borba, (age 32) who has had training at Hard Candy cosmetics, J& J. with Neutrogena in product development has now developed a drinkable beauty product. Borba is an "infused water beverage" which claims benefits such as "firming, "skin calming" and "age defying" is now available through Nordstrom, Sephora, Fred Segal Beauty, Bigelow Chemists, and other cosmetics counters.

Packaged in a twenty-eight day supply (that would be two packets taken each day) Borba water is not water at all. Instead of bottling fresh sparkling water filled with vitamins and minerals for the skin, Borba has created their "water" product by hydrolyzing it into a delicate powder form to later be reconstituted in the water or drink of your choice. You choose the water source and Borba gives you the right combination of vitamins and minerals to hydrate and aid your skin (LaRose, 2005).

At an average of $2.85 for 16 oz., the bottled water sells for more than double a current water Vitamin Water that sells at an average of $1.20 per 20 oz bottle. Granted, Borba is designed to do more than balance electrolyte levels and quench thirst. Borba claims that with two bottles per day visible results can be seen in just 7 days and full results in 28. You will need 56 bottles at $160.00 for the month (Salubrious [S], 2005).

Borba Nutraceuticals has entered their first series of products into the marketplace. Borba Skin Water was created to feed the skin from the inside out. Dermatologist tested and recommended Borba makes the claim that their waters are be able to make significant visual and textural changes to your skin within seven days of recommended use (LaRose, 2005).

Borba is a new energy drink that you will not find nested between the Vitamin Water and Dasani bottles in your local deli. Nor can you find it at your health food store. Borba is sold in beauty departments like Sephora. The owners of the brand believe that it's a drinkable beauty product and are marketing so -- with its high doses of vitamins and minerals to "slow the signs of aging within seven days"(PSFK [PSFK], 2005)

There are three types of Borba waters to choose from: Replenishing, Clarifying, and Age Defying. Each product has the ability to enter the bloodstream and affect the skin from the inside out. The powdered mixture is designed to regenerate the skin and to boost its support system.

Aqua-Less Crystalline - Clarifying is designed to remove toxins and improve the clarity of the skin. The small micro spheres contained in the mixture will carry the skincare ingredients right to the blood stream and into the lower layers of the skin. Within days, the ingredients will move their way up to the outer layer, or the dermis.

Aqua-Less Crystalline - Replenishing is designed to work for every skin. Banishing dry sensitive dehydrated skin happens with the Replenishing formula. Keeping the water in the cells of the body and available for the body to use is the goal of the Replenishing formula. Filed with natural moisturizers and ingredients that will keep your skin nourished, Replenishing formula will work to keep you hydrated.

Aqua-Less Crystalline - Age Defying is for those whose age is showing and for those who want some preventative medicine. Created to reduce fine lines and wrinkles and to improve skin clarity, firmness, and suppleness, Age Defying formula has been designed to work with the body chemistry to eliminate signs of aging in the skin (LaRose, 2005).

#2 Lessons learned from the case. Things to do and things to avoid. There are instances where the Borba skin line is referred to as a "quick fix"; this may not be a term, which Borba wants to associate. There are instances when a quick fix can be seen as something that will last for the moment but has no longevity. Borba should consider a re-vision of any marketing where they refer to themselves as a "quick fix." In case you have not noticed; water is everywhere, particularly the bottled kind. It is such a hot commodity it has created a $46 billion market. In some countries, bottled water has even eclipsed beer consumption, and it could well overtake carbonated soft drinks as the world's No.1 beverage (Ubercool [U], 2005). The previous statement is one that proves what a hot commodity bottled water really is. The fact that Borba can be added to one's bottled water or beverage of choice and enhance that beverage is an added bonus. Things to do include continue to market that this is a product that should be added to your water but can be added to one's favor beverage. It is important to recognize that the owner of Borba took a hot commodity item (water) and made it even more "healthy." By using a product such as water that is the best drink for you and adding vitamins, minerals, and other ingredients that are good for you skin and body he has secured a spot in the industry not only as a trend setter but as a pioneer in the ingestion of beauty products on this particular level. Another important fact is portability. Sephora [S] (2005) reported that it is possible to take your BORBA (tm) to go with these convenient lyophilized liquid activated powders designed to help the skin regenerate its natural support system, removing toxins and improving the overall clarity of the skin. To use: For best results, simply dissolve one packets into 16 ounces of water or your favorite beverage, and drink two bottles daily for 28 days.

#3Conclusion and recommendations for future actions -- Water is our first defense against illness and disease. Many of us are dehydrated and when you are dehydrated, there are hosts of illnesses that can befall you. Water can relieve symptoms of disease and aid in a cure. Here are a few conditions that are the result of chronic and prolonged dehydration: migraines, depression, and loss of libido, high cholesterol, early onset diabetes, asthma, migraines, angina, heartburn, and arthritis. Therefore, doesn't it make sense that vitamin infused water can help the skin and the body? Borba Nutraceuticals thinks so.

The idea of smart water has been on the market for sometime now in the form of vitamin waters and flavored energy boosters. Borba waters appear to be taking a slightly different approach by introducing their product as part of the nutraceutical industry (LaRose, 2005).