LIFESTYLE COSMETICS 133


Emotions to connect with consumers


 Ghislaine Vigier – Univar Solutions, EMEA


Wellbeing is the experience of health, happiness, purpose, and prosperity; generally speaking it refers to the feeling of being well and full of positivity. A person can reach this stage by working on different parameters of their daily life: emotionally, physically, socially, at work, and societally as a constant path toward a subjective contented feeling (source: Psychology Today). In our ultra-connected consumer society, people worry about their wellness and aim to find the right lifestyle balance while connecting to their roots and values. Wellbeing is becoming a standard, and is commonly used to define the quality of one’s lifestyle.


This new standard of living has led to the development of a wide range of products and services that support consumers in their journey. In 2017, according to the Global Wellness Institute (GWI), the global wellness industry represented a $4.2 trillion


April 2019


market, growing by 12.8% from 2015 to 2017. The products and services target “me-time” moments to help customers reconnect with their inner-self and find their inner peace. According to GWI, this market includes sectors such as personal care, beauty and anti-ageing, healthy eating, nutrition and weight loss, wellness tourism, and fitness and mind-body. As the market shifts towards a more holistic approach to wellbeing, products and services are converging. For instance, in beauty and personal care, we have seen the development of products dedicated to athleisure that can be defined as Active Beauty.


The role of beauty and personal care in the wellness industry We can see a clear connection between wellbeing and the use of beauty and personal care. The industry represents 26%


of the global wellness market, i.e. $1.083 billion, followed closely by the health, nutrition, and weight loss market (GWI). The size of this market demonstrates the strong interest of shoppers.


This is especially true in the European market, where European consumers prioritise good health and personal hygiene as their most important drivers for quality of life (more than 94%), placing it above financial stability (93%) (source: Cosmetics Europe). Another interesting statement is that 72% of consumers confirmed that the cosmetics and personal care products they use improve their quality of life. Beauty and personal care can go even


further, and support customers in this wellness journey in order to fully benefit from this growing market. In Brazil, 52% of women who use body care are interested in body products that improve their wellbeing (source: Mintel).


PERSONAL CARE EUROPE


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