From functional water to skin care?

According to an article at Brandweek here, the PepsiCo water division – via licensing – enters the cosmetic category to boost its brand, Aquafina.
The move helps extend the Aquafina brand name from the beverage aisle to the cosmetics aisle.
Both categories, drinks and cosmetics, are highly competitive.

A few years ago, Kneipp went the other way around.
Known for its healthy water treatments and exceptional body care products, Kneipp extended its brand into the functional water category.

So far the extension with five SKUs has been successful. It even pushed category leader Nestle from the shelves in some retail channels.