‘Luxury’ brain health brand signs up content marketing partner

By Hank Schultz

- Last updated on GMT

©Getty Images - Dumitru Ochievschi
©Getty Images - Dumitru Ochievschi

Related tags Brain health Marketing influencer marketing

A new brain health supplement brand has teamed with a content marketing organization to raise the awareness of its ‘luxury’ products.

Called BrainLuxury, the brand is the brainchild of German entrepreneur Axel Bouchon, PhD, who co-founded the brand based on the idea that luxury is an experience that begins in the brain. With proper sleep that arises from a brain supplied with the proper nutrients, Bouchon said he believes all users of his company’s products can achieve that state.

Bouchon, who holds a PhD in organic chemistry and immunology from the University of Tübingen in Germany, has checked a number of entrepreneurial boxes in his career, including stints at Bayer and Moderna.  Bouchon is also the founder of BrainGames, Inc., which markets word game apps.  He has also recently joined the investment firm ARCH Venture Partners, which invests in ‘disruptive’ biotechnology companies.

BrainLuxury markets a liquid dietary supplement that include a comprehensive suite of ingredients that have connections to brain health.

  Specific oils for brain health

The company’s flagship product, branded as Delta, is a liquid supplement billed as a beverage that is packaged in individual screw top bottles that evoke test tubes.  The product is aimed at engendering ‘natural sleep’ with a formula that eschews the popular ingredient melatonin.

The ingredient list includes and ‘oil phase’ that includes 560 mg of DHA, 280 mg of EPA sourced from algae as well as medium chain triglycerides, omega-9 fatty acids and alpha-linoleic acid.

“If you want to fuel and give nutrients to your brain you have to have fat, as simple as it is,” ​Bouchon said. “We want offer these oils and fatty acids that are essential to build your brain.”

The ‘water phase’ of the supplement includes lemon and lime juices as a flavoring that is laced with vitamins C, D and E as well as magnesium. The instructions call for mixing the liquid before consumption as the manufacturer has not emulsified the product.  The product also includes the amino acid tryptophan, a precursor of neurotransmitters.  BrainLuxury claims to have filed a patent on the formula, which is pending.

The ‘luxury’ positioning of the product extends to the price, which ranges from $75 for a 7-day starter kit up to $240 for a monthly subscription.  The company claims to be developing a ‘focus’ product for launch later this year.

Content marketing partner

BrainLuxury has partnered with MediaPlanet to “to raise awareness of the science of deep sleep and brain health,”​ and to get the word out aboUT how the Delta product “has been designed as a nutritional dietary supplement to help replenish nutrients to the brain and enable it to reach a state of deep sleep naturally.”

MediaPlanet is a content marketing organization that purports to deliver scientifically accurate, high impact news placements for clients.  The company claims to be cooperating with experts from Cleveland Clinic, the American Society for Preventative Cardiology, the American College of Cardiology and others.  The company also cites relationships with influencer celebrities such as actresses Angela Bassett ad Kristin Chenoweth, cookbook author Rachel Ray and former NFL star Brandon Marshall.

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