NEW YORK: A dietary supplement maker is hoping to position an obscure eye vitamin as a revolutionary new beauty product.
Des Moines, IA-based Kemin Industries, which specializes in food additives, has tapped Pierce Mattie for a campaign promoting lutein to beauty editors.
Kemin is the only company that makes a purified form of the nutrient approved as a dietary supplement. Lutein is extracted from leafy green vegetables and is believed to protect eyes from sun damage.
"It's sort of an internal sunglasses for your skin," said Nikki Walker, SAE at the agency. "What we're doing is educating beauty editors" about the cosmetic possibilities.
In the campaign's first phase, which will launch this month, Pierce will coordinate a "lutein luncheon" for journalists.
An advisory panel of doctors and nutritionists will share recipes and identify lutein food sources, Walker noted.
Pierce also will prepare a lutein newsletter for editors.
In the second phase, four celebrities - women representing different age groups and ethnicities - will tout lutein's benefits.
"The market is women from 20 to 50," Walker said. "When we start targeting people in their 20s, they can get the most benefit from it."
She declined to disclose the budget, but characterized it as being "large."
Kemin is the first company to try to move the nutrient in this direction.