Aging is a fact of life. While discussions on halting the process abound, researchers are looking at various aspects of why we age. Within the beauty industry, this trend can define the direction of product development and a brand’s philosophy. Malibu Wellness, Inc., a California-based company, made educating professionals and consumers about antiaging integral to its brand philosophy long before the scientific antiaging trend took off.
“I (began to understand) oxidation in my teen years when I was a lifeguard and camp director, but it was when I founded my wellness center that I began to fully understand the lack of industry awareness,” said Tom Porter, founder and CEO of Malibu Wellness, Inc.
Malibu Wellness offers online classes to educate professionals on the benefits of its line, which work in combination with spa and salon treatments and lifestyle changes. The company also utilizes online materials to increase exposure to the brand.
“Our strategic plan continues to focus on these professionals and helping them and their clients to gain the knowledge and tools they need to give hair and skin the best possible care and protection,” said Porter. “Oxidation is not a trend; it is a condition of our human existence on this earth. We pioneered wellness as our strategy of care, rather than employing a natural products approach, because we feel that the word ‘natural’ has lost its meaning and has become little more than a marketing buzzword with no reliable quality standards.
Because of the company’s focus on wellness, it has created an emphasis on lifestyle changes, with products that perform and protect consistently to support those positive changes. By marketing this strategy, Malibu Wellness also hopes to educate the consumer and to create changes that will stay with their clients long after the products they purchase.