vTrue, the wrinkle-reducing bottled water, is going national
Steve’s breakdown: Here’s the quote you need to know from Pablo Correa, the COO and the company’s biggest investor. “We’d like to get a celebrity endorsement, but it would have to be someone who won’t overshadow the science behind the brand.”
I bet you can help with that!
LOS ANGELES, CA: A California company’s bottled water — which promises to help reduce wrinkles — is about to go national.
The water, called vTrue Radiance, has inked a deal to be carried in 3,200 GNC stores from coast-to-coast starting next week.
While wrinkle-reduction is usually a claim made by makers of creams and lotions, vTrue claims its water — infused with 25 botanical extracts, minerals and vitamins, including aloe vera, ginko, grape seed and vitamin E — will “support production of collagen and elastin to reduce fine lines and wrinkles, and enhance skin tone and elasticity.”
The company’s largest investor, Pablo Correa, who is also chief operating officer, conceded that the company walks a fine line in how it communicates the benefits of vTrue.
“I can’t say it’ll help with your wrinkles because that would open us up to lawsuits,” said Correa, a real estate developer in South America, who has a 70 percent stake in the Newport Beach-based company, “but I can say it will give you younger-looking skin.”
“While vTrue isn’t marketing itself as a wrinkle cure, it was developed to improve the skin with consistent intake and the ingredients have been proven to offer real benefits,” he said.
A 16-ounce bottle sells for $3.99. It had only been available in less than two dozen California stores before the GNC deal.
“We’d like to get a celebrity endorsement, but it would have to be someone who won’t overshadow the science behind the brand,” Correa said.