As consumers seek self-care and stress relief amid the COVID-19 pandemic, mindfulness is front-and-center in marketing communications and other forms of brand engagement, illustrating a “service, not sell” mindset. In the concluding edition of her three-part series on the beauty-mind interface, author Cherie Buziak takes a deeper dive.
Mindfulness.a We are hearing this term a lot today. What defines mindfulness? Mindfulness seems to have a broad-stroke definition. The origins of mindfulness date back thousands of years to the contemplative practices of Buddhism, Hinduism and many other religions and cultures. Today, our ideas surrounding mindfulness range from being aware of our global footprint to meditation to acting “on purpose,” or performing acts of kindness.
Mindfulness is also having its moment in beauty specific to the Wellness category. Given the state of the world, mindfulness is being embraced as a lifestyle, incorporated into our homes, our day-to-day relationships, and the beauty and hygiene products we use daily.
Mindfulness lifestyles break down into two components:
- Global mindfulness: healthy choices for individuals and the world
- Everyday mindfulness: emotionally healthy choices for individuals and their relationships
-Peace and joy
Mindful Product Development Opportunities
Larissa Jensen from NPD predictedb in January that “the 2020s will be more about disconnecting (i.e. JOMO—the joy of missing out) even as technology continues to keep us tethered to our devices. There should be a return to human connection, self-awareness and a focus on thinking beyond us. In beauty, it is likely that opportunities will emerge across new categories as we become less defined in the consumer mind and become more of a piece of the bigger picture. With a greater focus on mental health and well-being, the next decade is sure to bring exciting opportunities for all beauty categories.”
Key opportunities in mindful/wellness product development includec:
- Personal care, beauty and anti-aging ($1,083 billion)
- Healthy eating, nutrition and weight loss ($702 billion)
- Wellness tourism ($639 billion)
- Fitness and mind-body ($595 billion)
- Preventative and personalized medicine and public health ($575 billion)
- Traditional and complementary medicine ($360 billion)
- Wellness lifestyle real estate ($134 billion)
- Spa economy ($119 billion)
- Thermal/mineral springs ($56 billion)
- Workplace wellness ($48 billion)
In addition to the macro trends of recent years, the COVID-19 outbreak offers an opportunity to accelerate this evolution. Where time was once scarce, we now have more time on our hands to engage, and process through and deeply experience products.
Innovating for the New Normal
Even as social distancing mandates are lifted, practicing self-care will holistically be incorporated into our daily lives. As we’re relearning and embracing the stay-at-home lifestyle, opportunities for new beauty and personal care products for homes and home offices are starting to reveal themselves.
With “work from home” being the new normal for many, look for home care and air care products to enhance the work experience and space. Products that bring a sense of comfort and safety will be key.
aElements of this article series were first presented in Cherie Buziak’s 2019 Beauty Accelerate presentation, “The Psychological-Sensory Connection in Product Development.”
cStats from Global Wellness Institute; https://globalwellnessinstitute.org/