The wellness movement has spread from a focus on the body, with nutrition and exercise, to include mental health as part of overall wellbeing. Among Americans, mental and emotional health is emerging as a critical societal issue and awareness of the importance of a balanced emotional state is becoming more widespread—nearly one-quarter report that having a positive mental state is an important part of a healthy lifestyle. As consumers increasingly equate a healthy body with a healthy mind, they will seek out products with functional benefits that promise to enhance their mood.
“The concept of ‘added functionality’ offers brands across categories the ability to market to the wellness consumer,” explains Andrea Van Dam, CEO of Women’s Marketing. “Although marketers are tasked with developing products that offer scientifically-backed results, there is significant opportunity to become a leader in this emerging trend,” she continues.
Women’s Marketing took a look at how marketers in the core categories of beauty, food, and clothing can use wellness marketing to help them connect with consumers.
Beauty and Wellness
Researchers discovered that 23% of consumers say they wear different fragrances depending on their mood and 59% of women surveyed said they used fragrance when they wanted to change their mood. Although messaging that highlights the aromatherapy benefits of products is not new, it’s still relevant to consumers, and a growing body of research supports the mood-boosting properties of certain scents and ingredients. Brands that market personal care items, such as soaps, deodorants, and oral care products, are in a position to tap into those “feel good” moments and improve overall health, which is closely linked with wellbeing. “Marketers who craft messages that indicate their products will elevate women’s overall health and enable them to feel good about themselves may attract and convert the wellness consumer,” says Andrea Van Dam, CEO of Women’s Marketing.
Today’s fast-paced lifestyles are taking a toll on consumers and food and beverage manufacturers are attempting to address these concerns by incorporating mood enhancing ingredients into their products and creating feel-good, wellness marketing campaigns. For example, chocolate products that promote the feeling of indulgence, bakeries that sell melatonin-laced brownies, and restaurants that offer multi-sensory perception to elevate the consumer’s experience. “Consumers already equate food with comfort, so it’s not a stretch for marketers to engage this technique in their marketing,” says Van Dam. “The key is to develop messages that resonate authentically with the consumer and maximize the message at deliverable moments,” she explains.
More recently, we’ve seen other sectors beyond food and beauty integrate emotional benefits into their new product development and marketing campaigns. Undergarment giant Fruit of the Loom recently launched their “Start Happy” campaign, which emphasizes how wearing comfortable underwear can lift the wearer’s spirits and help boost his or her mood. Retailers are also getting into the game by offering in-store yoga classes, juice or coffee bars, and setting a mood with lighting and music. “The athleisure fashion trend was initiated by consumers. They feel good in clothing that’s both comfortable and stylish,” says Van Dam. “We see continued growth in this category as other brands include athletic style garments in their lines.”
As marketers begin to cultivate wellbeing in their ad campaigns, we will likely see more philosophy-based brands begin to grow. Learn how Women’s Marketing can help to identify your core consumer and create a media plan that will reach her when, and where, she will be most receptive to your brand.