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Naturals & Cosmeceuticals at Mass

By: Stephanie Dishart, Pei Wong, Tanja Lindermeier, Evelyn Lu and Lindsay Novellano
Posted: August 26, 2011

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The Wellness Guide is for mothers and is available online and as a mobile application. This Wellness Guide will empower mothers to create rituals at home for herself or her children that are scientifically proven to work, thereby helping her to easily achieve her wellness goals. Multiple wellness programs will be available within the three wellness benefits of “Looking Good”, “Feeling Good” and “Doing Better”. Each wellness program will be sponsored by a brand and developed in partnership with their scientific experts to ensure quality outcomes. For example, the Wellness Guide could feature a weight management program sponsored by Nivea or a better sleep program supported by Tylenol.

The Wellness Guide concept also has potential application in the store. In this scenario, in-store merchandising would be more consumer-centric in that it would group products in a problem/solution format. For example, if the consumer is having trouble sleeping, she can visit the “Sleep Well” aisle in the store. This aisle would feature cross category products for better sleep, such as fabric softener, night time skin repair serums, aromatherapy, bath salts, and moisture wicking pajamas. The online and in-store execution of the wellness guide benefits the retailers since consumers see better results through product combinations, which increases consumer satisfaction and loyalty.

While product performance is an important criterion for purchase, more and more Americans20 choose products with a triple bottom line.21 In fact, in 2010 the market of certified sustainable products went up to $56 billion.22 This environment forces retailers to take a stand on sustainable and ethical sourcing, as shown by UK consumers’ vote for the “the greenest” supermarkets.23

One way retailers reinforce their ethical sourcing in the eyes of the consumer, is offering sustainable certified products. However, as mentioned earlier, the plethora of certifications dilutes the authenticity of the certification. Retailers should go one step further and offer sustainable sourcing partnerships with local farms such as organic olive, wine or aloe farms. Products from this exclusive partnership would be offered to consumers, thereby allowing them to support the farm while ensuring transparency of the product’s organic skin care ingredients’ origin. Such an exclusive retailer owned product line would increase consumer engagement. This unique story telling value could be leveraged to enhance consumer loyalty programs by offering unique opportunities like family trips to local farms to learn about organic farming. Furthermore, 64% of consumers are willing to pay a premium for products that support a cause they are interested in24, boosting the potential for incremental sales.

Conclusion

Wellness is no longer the absence of sickness or wishful thinking. It is approachable and holistic.