For personal care marketers, three important takeaways include:
1. Given that health and wellness is booming, positioning around “beauty supplements” is limiting and might be leaving money on the table. Aging isn’t just about how you look, but about how you feel.
2. By using ingredients that can help consumers thrive physically while looking their best, nutricosmetics (as well as close-in categories like skin care) may have a more far-reaching appeal beyond anti-aging to “healthy aging.”
3. Beyond the formulations themselves, companies taking an overall healthy lifestyle approach to their marketing (integrating how we live, what we consume and how it affects our overall health, vitality and appearance) may also have an edge.
Net: there has never been a better time for companies to seize the opportunity to assist consumers in their quest to live healthier and better lives!