The importance of marketing wellness

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Revealing article with implications for marketing wellness on CosmeticsDesign.com – Brands should prioritize wellness, finds Daymon Worldwide study.

The study, conducted among 500 women and 500 men across the US, sought to uncover how shoppers’ concerns about personal care (and food) ingredients are changing purchasing behavior. Findings revealed that ingredient fears are dictating the choices consumers make regarding where to shop, what to buy, and what to avoid – in an effort to choose healthy products.

These findings reinforce what we know to be true on a larger scale (and beyond our verticals focus of healthcare and consumer health and wellness) – that interest in wellness is going mainstream, and that it cuts across all demographics in our search for better, healthier and smarter solutions that fit with a “healthy lifestyle.”

In fact, we see many brands today, beyond those in the traditional wellness space, integrating themes of wellness into their marketing:

• Prudential, provoking us to think about our “financial wellness” in retirement through its Challenge Lab

Ikea, whose vision is to “create a better everyday life for the many people”

• And Four Seasons, which integrated wellness into its social campaign by laying out a month of healthy activities as part of its #30DaysofEnergy challenge

Given the pervasiveness of wellness, it has never been a better time for brands to seize the opportunity to support people in their quest to live happier and healthier lives. Key to success, we believe, will be how seamlessly and simply brands can help integrate wellness into people’s everyday lives.

 

 

 

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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