Jacqueline Clarke06.15.15
Wellness has become a synonym of beauty As we previously explained, consumers believe that skin appearance can be dramatically improved by reducing stress or increasing energy. The cosmetic is no longer the only reference point.
Beauty buyers have enthusiastically embraced wellness. Wellness is the prism through which people now understand beauty. This can be seen in the appropriation of wellness terms into the beauty discourse. Words such as 'energy' and 'de-stressing' resonate with buyers. They get it.
So frequently is the beauty word omitted from these discussions, it is conspicuous by its absence. Beauty, especially skincare, can now be discussed, delivered and bought without the actual B word itself ever being mentioned. There is no contradiction or confusion in the minds of buyers who believe that wellness delivers beautiful (e.g., clearer, younger looking) skin as, or more, effectively than many cosmetic products.
Wellness as beauty is a bottom up development which is, and has been, 100% driven by changes in buyer behaviour and regimes. Up till relatively recently, it was the regime of certain consumer segments – in the most developed markets – which defined beauty. But now beauty experts in Europe, the USA and beyond report that consumers take a very holistic approach to beauty. Beauty regimes can now be defined by wellness rather than the narrow cosmetic.
Wellness as beauty was pioneered by innovative beauty spas/ salons in cities like London, New York and Los Angeles, which were in tune with changing consumer needs. The online and social media democratized this trend, popularizing the wellness discourse with beauty buyers around the globe. Research shows that consumers in less developed markets are as likely to look to wellness as cosmetic for their beauty needs. These millions of new consumers, who are critical to the future of the beauty industry, come with different skin and haircare traditions and rituals. A striking example is China, one of the largest skincare markets, where acupuncture – which epitomizes wellness- is widely used for beauty.
Buyers are voting with their feet and companies must adapt their products to meet the demands of beauty as wellness. Research shows that it has been the 'new' players that have redefined beauty as wellness, that have benefited. The legacy companies, which were so heavily invested in the cosmetic concept that they owned, have been much slower to appreciate the implications of, and react to, changes in consumer behaviour.
Diagonal Reports has been researching demand for wellness as beauty, contact the company for more information.
Beauty buyers have enthusiastically embraced wellness. Wellness is the prism through which people now understand beauty. This can be seen in the appropriation of wellness terms into the beauty discourse. Words such as 'energy' and 'de-stressing' resonate with buyers. They get it.
So frequently is the beauty word omitted from these discussions, it is conspicuous by its absence. Beauty, especially skincare, can now be discussed, delivered and bought without the actual B word itself ever being mentioned. There is no contradiction or confusion in the minds of buyers who believe that wellness delivers beautiful (e.g., clearer, younger looking) skin as, or more, effectively than many cosmetic products.
Wellness as beauty is a bottom up development which is, and has been, 100% driven by changes in buyer behaviour and regimes. Up till relatively recently, it was the regime of certain consumer segments – in the most developed markets – which defined beauty. But now beauty experts in Europe, the USA and beyond report that consumers take a very holistic approach to beauty. Beauty regimes can now be defined by wellness rather than the narrow cosmetic.
Wellness as beauty was pioneered by innovative beauty spas/ salons in cities like London, New York and Los Angeles, which were in tune with changing consumer needs. The online and social media democratized this trend, popularizing the wellness discourse with beauty buyers around the globe. Research shows that consumers in less developed markets are as likely to look to wellness as cosmetic for their beauty needs. These millions of new consumers, who are critical to the future of the beauty industry, come with different skin and haircare traditions and rituals. A striking example is China, one of the largest skincare markets, where acupuncture – which epitomizes wellness- is widely used for beauty.
Buyers are voting with their feet and companies must adapt their products to meet the demands of beauty as wellness. Research shows that it has been the 'new' players that have redefined beauty as wellness, that have benefited. The legacy companies, which were so heavily invested in the cosmetic concept that they owned, have been much slower to appreciate the implications of, and react to, changes in consumer behaviour.
Diagonal Reports has been researching demand for wellness as beauty, contact the company for more information.