Co-Branding and Co-Creation in Wellness Tourism: The Role of Cosmeceuticals

With examples from the Nordic countries, it is demonstrated that alliances in the value chain can lead to innovation and development in cosmeceutical (cosmetics and pharmaceuticals) enterprises, and that the collaboration can also assist the wellness industry in its attempts to achieve inimitability and competitiveness. On the basis of the innovation literature, the article discusses models for co-creation and co-branding in the value chain. Factors that facilitate or impede collaborative processes are discussed. The Nordic evidence suggests that the opportunities are not fully exploited for developments that enhance targeted place branding.