The value of beauty: ‘Looking good leads to feeling even better’

Pierre-Louis Delapalme, Co-chairman, Biologique Recherche

I don’t believe that beauty gets enough respect for the value it brings to the wellness economy, and it is often perceived as a second-rate citizen compared to wellness.

On the one hand, it can be perceived as a superficial component of the wellness journey, compared to meditation, yoga, nutrition, medical wellness, etc. And on the other hand, operators know it can make the difference on the bottom line, especially when it comes to retail sales beyond the wellness service revenues, which are always heavy in asset investments and payroll.

Whether you like it or not, proof of the strong link between looking good and feeling positive explains why the economic contribution of beauty to the wider wellness economy is so large.

Beauty is more than skin deep If you assume the consumer is always right, then the size and contribution that beauty makes to the overall wellness economy as defined by the Global Wellness Institute speaks for itself (see right). Its remarkable and significant contribution in spend on services and retail

We know that beauty services can catalyse a great sense of self-esteem. The best and most extreme example is the role of beauty-related services for people undergoing cancer treatments and living with cancer. As a brand we are proud of the work we do in this area and believe that people living with cancer should be welcome in every spa to find treatments that raise self-esteem, enhance skin health and provide vital touch and connection.

Global Wellness Economy: $4.4 trillion in 2020

We need new language for beauty

Going forward we might have to fine-tune the vocabulary issues in how we best define beauty in wellness and the extraordinary value it can deliver. Beauty is often unfairly judged – perceived as unequally distributed and superficial. Maybe as an industry we should change up the language and talk positively about looking good and having healthy skin and a positive attitude, and not see beauty and wellness as two separate areas that are in competition. Finally, the beauty offering that is delivered as part of any wellness

or spa menu should really differentiate itself from beauty in retail, in terms of expertise, products, and education. Wellness beauty needs to be exclusive.

We have commissioned the first medical-grade study measuring the impact of a facial treatment on a wellness index, using a mix of neuroscience, blood pressure and pre and post-treatment interviews. First learnings will soon be available to help the debate move forward.

Pierre-Louis Delapalme

CO-CHAIRMAN, BIOLOGIQUE RECHERCHE, FRANCE

With over 30 years of experience in the beauty industry in Asia, Europe and North America, Pierre-Louis Delapalme has been co-chairman and co-owner of Biologique Recherche since 2007. The 40-year old results-driven and professional skincare brand has a very selective network of partners in more than 80 countries and recurrent double-digit growth.