French consumer watchdog body UFC-QC has published a study arguing that Danone's nutritional cosmetic yoghurt product Essensis, launched in 2007, does not have the effect of "nourishing the skin" claimed. The claim has been rejected by Danone which is planning a global repositioning of its products in 2009. UFC says the yoghurt has no tangible effect on the skin and the claim is merely a marketing concept.
Director of research for Danone, Sven Thormahlen, says that the product has been the object of rigorous studies published in a scientific journal and has proven positive effects on the skin. The company has however added that the yoghurt is more effective from a certain age onwards and has conceded that its market positioning could have been better.
One leading nutritionist Beatrice de Reynal has said that Essensis is targeted at 30-year-olds whereas the constituents used are intended for menopausal women. The recommendation is to consume two pots a day and at €2.30 per pot this means the "cure" costs €35 per month.
Danone is maintaining its belief in cosmetic nutrition for modern skin care and from early 2009, once further market testing is completed, will relaunch Essensis in France in a small bottle format of the Actimel type. It will contain a double dose of the active ingredient, the dose will be one pot per day, it will be targeted at "mature women" and its price will, the company says, be "more attractive".