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O U R P I C K O F T H E L AT E S T P R O D U C T L A U N C H E S A N D T R E AT M E N T I N N O VAT I O N S Ed i te d by M a r k S m i t h
The rise of mindful beauty Mark Smith explores how spa businesses are capitalising on the growing popularity of mindful selfcare rituals over the past 18 months As consumers sought comfort in their beauty regimes during lockdown, they began to combine ‘consciously created’ skincare and body products with calming rituals to help alleviate stress and anxiety. This concept of mindful beauty seamlessly blended wellness, breathing and meditation with daily self-care routines. The #mindfulbeauty has so far been shared over 55,000 times on Instagram and its popularity continues to grow. In the Global Beauty and Personal Care Trends 2021 report, Mintel identified “the beautiful mind” as a key consumer trend. “Brands that successfully highlight the use of beauty routines as a way to combat stress and anxiety will drive long-term value for consumers,” says the market research company’s associate director for global beauty and personal care, Sharon Kwek. “Brands will need to create strategies for third-party experts to educate consumers about the future of holistic wellness with self-care that touches on the mind-body-spirit connection.” Engaging with clients at home
This burgeoning trend presents a new business opportunity for wellness brands and spa businesses, according to Noella Gabriel, global president and co-founder, Elemis. “It is so important for the client to continue their skin wellness journey at home
“Elemis webinars educate customers on how to incorporate wellness at home and spas should embody this to continue that journey into retail.” Noella Gabriel Global president and co-founder, Elemis
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