Increasingly, the store is the medium. NxCare, a Toronto-based manufacturer of nutritional supplements, gets that.

Alongside other diet pills, its new product NV stands out like Nicole Richie at a Weight Watchers convention, thanks to its cosmetic-inspired look. ‘We want to attract new customers to the category,’ says VP marketing Scott Welch, who adds that the packaging aims to connote NV’s additional ‘beauty enhancing’ properties such as nutrients that aid skin formation. ‘We’re hoping to add an element of sophistication.’

The ‘cosmeceutical’ will be available at Wal-Mart and health care retailer GNC, as well as Vitamin Shoppe, Walgreens and Target, among others, in the U.S.

While it’s too early to gauge results, NxCare has a good track record, with sales expected to reach $100 million in 2006, thanks to the success of such products as weight loss pill brand Slimquick.

And NV is backed by a TV, print and in-store campaign, sporting the tag ‘Be desired,’ plus a nifty PR strategy, which launched at the Sundance Film Festival. Along with other brands that promote a ‘healthy lifestyle,’ such as Lululemon, NV tapped into a VIP environment called ‘East Meets West,’ where celebs were treated to yoga classes, organic meals, spa treatments and of course, product samples. Next up: a celeb spokesperson.