Results from an exhaustive market research initiative undertaken by Willow Water earlier this year have been launched today – and it’s positive news all the way for Willow, consumers and, of course, our retail partners.

The key findings of the research reveal:

Over 7 out of 10 women said that drinking Willow Water had positive effects on their well-being. 5 in 10 women felt happy with their skin condition by the end of the trial compared to only 1 out of 10 at the beginning of it Willow markets itself under the banner of natural beauty water – now we have conclusive evidence that our proposition stands up to scrutiny.

Willow Water spokesman Clwyd Price-Jones comments: “The unique properties of our water source have been known to Lake District locals for centuries. Now this controlled study clearly highlights the positive effect of swapping other bottled waters or tap water for Willow to achieve clear, radiant, beautiful skin.”

It wasn’t only the skin enhancing benefits of Willow that caught our triallists’ attention. They loved the taste, and were ready to switch to Willow from their usual bottled water brands.

• Almost 9 in 10 participants said that they liked the taste of Willow Water
• 7 out of 10 said that they preferred Willow Water to other bottled water
• Over 8 in 10 said they would purchase Willow Water in the future

These findings, together with our research marketing campaign push means there’s never been a better time to stock Willow.

As well as being a totally natural and complexion boosting beauty water which will deliver benefits for most regular drinkers, the detailed research exercise also revealed that Willow can have rapid impact on problem skin:

• 2 in 3 women with dry skin at the start of the trial felt their skin condition had improved by the end of it
• 5 out of 6 women who considered their skin condition to be oily at the start of the trial reported improvements
• Of those suffering acne prior to the trial, 3 out of 4 reported improvements
  Half of those suffering from spots and blemishes noted visible improvements by the end of the trial
• Why would these women drink any other type of water other than Willow?

Assessing the research findings, cosmetician and lifestyle expert Armand Beasley says: “The results of the survey are truly amazing. I have been working in the beauty industry for years and have come across many so-called ‘miracle’ products that claim to improve and clear complexions but none can claim to do what Willow Water is proven to actually do. It’s clearly the salicin which is working the magic. What’s more, it’s doing it naturally, and at a fraction of the cost of high street branded skin treatments!

"Women spend millions of pounds on cosmetic preparations every year in pursuit of perfect skin, but this research suggests that they can achieve the same results simply by being selective over the type of water they drink, particularly if it contains this wonder nutrient, salicin."

For the first time ever Willow has been able to draw a distinct link between the unique, natural, salicin based formulation of Willow Water and its positive complexion boosting effect when consumed on a regular basis.

Salicin has been used for centuries as a natural homeopathic treatment for a variety of ailments, and can be found today in a number of proprietary skin treatment creams and preparations, specifically because of its anti-inflammatory properties and its ability to help prevent pores clogging up.

Willow has embarked upon its most extensive research project ever into the benefits of drinking Willow Water. Commencing this month, 150 women are undertaking the six week Willow Water trial and recording the impact it makes on their overall skin condition, well-being and self confidence.

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Willow Water took our consultant dermatologist Dr Andrew Winter to conduct one to one skin ‘surgeries’ with leading journalists during December as part of our ‘Beauty Water’ message reinforcement.

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Talking of which, Willow’s make up adviser Armand Beasley has devised a useful guide to making sure skin is hydrated and looking luminous over the harsh winter months, and this story is the focus of a Willow Water press release to beauty journalists this month.

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Willow Water is beginning to earn new fans in media circles, with positive comments reaching our ears.  Check out these views from leading national journalists:

Natasha Aitken, editor of glamour.com and vogue.com:

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Keen eyed viewers may have noticed Willow Water’s TV drama debut over the festive period, with a guest appearance in the Jonathan Creek ‘The Grinning Man’, broadcast on BBC 1 on New Year’s Day.

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