As April is stress awareness month, I wanted to explore how health & beauty brands are capitalising on the recent popularity of self-care.
You’ve probably already seen videos of influencers and celebrities showcasing their self-care routines on the likes of Vogue; with Rita Ora, Jessica Alba, and Laura Dern, just a few examples of celebrities jumping on the trend.
In recent years, self-care has gained importance as people are prioritising their mental and emotional well-being over purely aesthetic benefits. In the post-Covid world, consumers are more interested in de-stressing and self-care than ever before and are seeking solace in products that promote these benefits. We even discovered in our Future of Beauty research, that 71% of Gen-Z prefer to feel good rather than look good.
So, let’s take a closer look at some of the top players in the market currently who are jumping on this trend.
Lush are known for their natural, handmade cosmetics, offering bath bombs, shower gels, and body lotions infused with essential oils to help promote relaxation and stress relief. Their "Sleepy" product range gained quite a following – including ingredients like lavender and tonka, gaining popularity for its calming properties.
The "Deep Sleep Pillow Spray", a cult favourite amongst beauty fans, is a popular product that utilises a blend of lavender, vetiver, and chamomile essential oils to help improve sleep quality and reduce stress. A few spritzes over your pillow and bedding at night, aims to aid peaceful sleep.
Their "Dr. Andrew Weil for Origins Mega-Mushroom" line features products that focus on relieving stress and improving resilience. The "Mega-Mushroom Relief & Resilience Soothing Treatment Lotion" is a popular choice, containing Reishi, Cordyceps, and Fermented Chaga mushrooms to calm and hydrate the skin. Not to be confused with ‘Last of Us’, this line is designed to make you feel less Zombie like…
Neom Organics brand philosophy is to produce products with 100% natural fragrances to boost overall wellbeing. Their range of products include their "Real Luxury Magnesium Body Butter" which combines magnesium with lavender, jasmine, and Brazilian rosewood essential oils, to soothe tension and promote relaxation. Neom is a brand that combines scent, skincare, and fragranced products such as candles, to enhance the feeling of wellbeing.
Aromatherapy Associates’ roots are in aromatherapy, and they specialise in therapeutic-grade essential oil blends for stress relief. Products such as their "De-Stress Muscle Gel", ease muscle tension and aids relaxation. They state that their products not only focus on the physical, but also emotional needs of their customers. “Our beautifully aromatic skin and body care aim to take you on a sensorial journey, truly presenting you with all the answers to your emotional and beauty needs.”
All sounds very soothing, but what’s the reason behind people prioritising self-care more now than ever before?
Increased awareness of mental health
Society has become more aware of the importance of mental health in recent years. This has led to an increased focus on self-care, with consumers seeking products that can help them relax, unwind, and alleviate stress. The COVID19 pandemic has had a profound impact on mental health and well-being, with increased levels of anxiety, stress, and uncertainty over the past few years. As a result, many people have turned to self-care and de-stressing products as a way to cope and regain a sense of control.
Fast-paced modern lifestyle
The modern world is filled with stressors - from work-related pressure, to personal challenges and social media. This has led consumers to search for ways to cope with these stressors and maintain a healthy balance in their lives.
Holistic approach to well-being
There's a growing understanding that mental, emotional, and physical health are interconnected. Consumers are increasingly looking for products that not only address their physical needs, but also promote emotional and mental well-being all in a one-stop shop.
Influence of mindfulness and meditation
As practices like mindfulness and meditation gain popularity, consumers are incorporating stress-reducing techniques into their daily routines. De-stressing products are a natural extension of this trend, offering a convenient and enjoyable way to promote relaxation.
Self-care as a form of self-expression
In today's culture, self-care has become a form of self-expression and empowerment. Consumers are placing greater emphasis on nurturing their well-being and celebrating their individuality. By prioritising de-stressing products, they are making a statement about their commitment to their own mental and emotional health.
The influence of social media
We are all aware of the negative impact that social media can have on our mental health, but in more recent times, social media platforms have played a significant role in promoting self-care and de-stressing products - with influencers, celebrities, and everyday users sharing their self-care routines and favorite products, encouraging others to prioritise their own well-being. A search for ‘self care routine’ on TikTok for example, returned a mighty 3.9B views.
Overall, the prioritisation of de-stressing products is a reflection of shifting societal values, with a greater focus on well-being, and an increased awareness of the importance of mental health. Consumers are actively seeking ways to reduce stress and promote relaxation in their lives, and they are turning to de-stressing products as a means to achieve this.
This trend is likely to continue, as self-care and mental well-being remain important aspects of a healthy and balanced lifestyle. Brands that recognise this consumer shift, and cater to consumers' need for de-stressing products will have an opportunity to succeed in the growing self-care market.
Posted 19 April 2023 by Imogen Farnan