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The Convergence of Beauty, Health, and Wellness: What Advertisers Need to Know

The definition of beauty has evolved from what it once was, becoming as much about health and wellness as it is about reaching often unattainable beauty standards. This changing perception, coupled with the cost-of-living crisis, means that beauty brands have to approach their advertising a little more differently than they may have in the past.

Shoppers are becoming more selective, and demanding more from the brands they choose to buy from. It’s essential for beauty marketers to stay abreast of this trend and find ways to keep their balance on a tightrope between brand and social purpose.

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Changing face of beauty

A recent study* found that consumers are now more likely to use beauty products for self-care purposes (71%) than to feel good (42%) or more confident (37%). What’s more, further research has found that 71% of women are looking for health and beauty brands to promote body positivity, rather than setting unrealistic beauty standards. This is backed by the fact that 36% of consumers want to see products that are tailored to them, and 35% want to see people they can relate to in ads.

Consumers are now expecting ads to feel personalized to them, rather than simply wanting ads to feel personalized.

Marketers should respond to this consumer sentiment by placing a focus on human-centric creative within their ads. Campaigns should be centered around real individuals who can help the consumer to understand, or remember, what it feels like to use a specific beauty product.

Consumers aren’t only concerned about their own health and wellbeing within beauty, but are also growing increasingly wary of the impact the beauty industry can have on the environment.

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More than 40% of consumers want to see products utilizing natural ingredients, while 34% are also seeking products free of parabens, sulphate, and fragrance. Perhaps even more interestingly, half of consumers already avoid products that they think will damage the environment.

The public’s growing desire to see ‘clean beauty’ shows just how important it is for campaigns to not just be human-centric, but also spotlight natural ingredients in products and any sustainability practices that the brand may have in place.

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Purpose-led luxury

Shoppers are increasingly thinking more about where the products they use are coming from, and the causes that brands stand for. Consumers expect beauty brands to authentically align with their values, highlight social causes, and avoid promoting unattainable beauty standards.

Brands failing to acknowledge the convergence of beauty, health, and wellness, particularly in the current economic and social environment, will struggle to capture the attention of modern-day consumers.

Shoppers are still keen to purchase beauty products – 24% of them continue to treat themselves to their favorite luxury items – but now take far more factors into consideration before parting with their cash. The opportunity remains for beauty brands, but they’re going to have to be a lot more human in how they try to capitalize on this.

[To share your insights with us, please write to sghosh@martechseries.com]

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