Profile: Taking the Wellness Approach

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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.

The company began developing products with fresh-dried vitamin C and E for external use in 1985 under the brand names Malibu 2000 and EC Mode. Malibu’s research examines the nature of the body’s response to high-energy ultraviolet light and ozone-like substances in the atmosphere, and active chlorine and oxidizing minerals found in water. Based on its research, the company adopted the philosophy of Total Oxidation Management, which attempts to understand the connection between the environment and the human body’s management of the aging process.

“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.

As a result, Porter and his wife created a program to educate Malibu Wellness distributors and salons that use its products. “We continue our education and distribution through salons, spas and medical spas because that is where we are most needed,” said Porter. “Clients looking to improve the appearance of their hair and skin go to professionals whose services are enhanced by the use of our products, and professionals recommend them for home use as appropriate.”

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.

“Consumers and professionals really do not understand what natural is, which can, and does, lead to confusion, less than optimum results and questionable long-term benefits. Our hope is to help continue educating both the professional and consumer on the true nature of oxidation and its universal effects on the body—both inside and out. Premature aging is not natural, but its solution is.”
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.

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