Emotions to connect with consumers

 A person can reach this stage by working on different parameters of their daily life: emotionally, physically, socially, at work, and societally as a constant path toward a subjective contented feeling (source: Psychology Today). In our ultra-connected consumer society, people worry about their wellness and aim to find the right lifestyle balance while connecting to their roots and values. Wellbeing is becoming a standard, and is commonly used to define the quality of one’s lifestyle. 

This new standard of living has led to the development of a wide range of products and services that support consumers in their journey. In 2017, according to the Global Wellness Institute (GWI), the global wellness industry represented a $4.2 trillion market, growing by 12.8% from 2015 to 2017. The products and services target “me-time” moments to help customers reconnect with their inner-self and find their inner peace. According to GWI, this market includes sectors such as personal care, beauty and anti-ageing, healthy eating, nutrition and weight loss, wellness tourism, and fitness and mind-body. As the market shifts towards a more holistic approach to wellbeing, products and services are converging. For instance, in beauty and personal care, we have seen the development of products dedicated to athleisure that can be defined as Active Beauty.

The role of beauty and personal care in the wellness industry