Our latest research into health and wellness and its sister sector beauty have revealed a shift towards Conscious Deceleration, as mental wellbeing, daily rituals and a balance of nature and science become paramount for consumers. As sectors that require human expertise and high-touch guidance, Covid-19 is pushing consumers to trade in-person experiences fordigital platforms that positively support their mental and physical state.
Bricks-and-mortar: While global health retailers have noted spikes in demand for products that support immunity or have anti-bacterial properties, others have framed their stores as safe spaces. In the UK, cosmetics retailer Lush offered public hand-washing in-store without the need to make a purchase to help ease the spread of the virus.
Customer service: Social distancing is affecting businesses built around physical experiences, such as spas and make-up counters. MAC Cosmetics and SpaceNK are among several beauty retailers which quickly introduced no-touch policies in-store, while Sephora employees used digital tools for product demonstrations.
Digital experience: Consumers demonstrating greater awareness and adoption of hygiene protocols quickly shunned gyms and yoga studios, driving brands such as Barry's Bootcamp, Peloton and ChromaYoga to stream classes via IGTV or their own apps to help people maintain wellbeing and energy levels during self-isolation.
Campaigns and marketing: Amid the uncertainty of Covid-19 and its impact on our health and communities, the Global Wellness Institute (GWI) launched PositivelyWell, an online resource designed to promote optimism among people and 'replace fear with a focus on wellness'.
1. As consumers become acquainted with virtual consultations, beauty brands will embrace and develop hands-free virtual make-up experiences and try-on tools, rebuilding the links between experience and beauty retail.
2. The anxiety and fear related to Covid-19 will take time to dissipate, leading to the emergence of a new generation of therapists specialising in isolation and remote therapy services for mental wellbeing.
3. As the virus limits people's daily contact, At-home Fitness platforms will become the new normal, providing an immersive, efficient and social way for those in isolation or recovering to maintain or rebuild their health.
4. Wellness and global beauty supply chain disruption, combined with consumer anxiety about germs, will lead to wider use of microbial trackers for products.
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