Pulse Legacy Archive January / February 2013 | Page 31

WELLNESS SECTOR: Beauty & Anti-Aging
Trends
According to global business intelligence
company Euromonitor International,
when it comes to skin care, consumers
want to:
● Understand the benefits;
● Buy organic;
● Buy those with an “anti-aging” label.
In another study called The Truth
About Beauty (released in 2012) by the
McCann Group, 83 percent of surveyed
women believe that there are higher
standards of beauty today than there
were in the past.
To compile the data, the McCann
Group conducted 7,249 online interviews, a conjoint study, and more than
40 focus group interviews in 15 global
markets. Some of the interesting findings
from the study include:
● 76 percent of respondents believe
that the right beauty products can
make one look younger longer;
● Nearly 70 percent of women in Brazil
and Mexico consult a beauty blog for

●

●

●

tips and advice at least once a
month;
63 percent of Chinese women and 55
percent of Brazilian women change
their beauty routines once every
couple of months or more;
70 percent of women globally think
that being beautiful helps them get
what they want out of life;
70 percent believe that beauty equals
happiness (and vice versa!).

One interesting trend identified from
The Truth About Beauty study is the
trend of “Whole Beauty.” According to
the McCann Group, there are four key
components that women think about
when it comes to building and maintaining their beauty:
● Foundation Beauty (skin care);
● Enhancement Beauty (color
cosmetic);
● Wellness Beauty (food, sleep,
fitness);
● Emotional Beauty (confidence,
charisma).

The “Whole Beauty Ecosystem” is a
virtual circle. Women around the world
believe that if they look more beautiful,
they will feel healthier and more confident. And if they feel healthy and
confident, then they will look more
beautiful physically.

Opportunities
Botox, fillers and facial treatments are
but a small portion of beauty-oriented
offerings in spas. Findings from the
McCann Group study are great news for
the spa industry, especially since spas
have long taken a more holistic view on
beauty.
● Offer a comprehensive “Wellness
Beauty” package, such as combining
lymphatic treatments with an antiaging facial, beauty food and a
personal training session.
● Create emotional beauty offerings by
combining meditation or visualization with popular anti-aging
treatments.
January/February 2013

■

PULSE 29