As we try to peek our heads out of COVID-19, not really saying that it is safe to peek, we are thinking about many things in new ways, especially luxuries. Most notably, the pandemic has turned wellness from a luxury into a necessity. After all the terrorizing news, and living scared and afraid, feeling safe is a luxury. A deep breath is a luxury. And so is happiness. Today, everyone is a wellness shopper, and they want wellness wherever, whenever, and however, they can get it.
The Ever-changing Consumer
Consumers define a healthy lifestyle as balanced—whether that means well-rested or being able to move easily or being the right weight or having healthy-looking skin, hair, and nails, which has been a huge challenge, having to see to each of them without any real outside help.
That healthy luxury lifestyle can be adapted to every room of the house and home office 365 days a year, 24 hours a day. That feeling that we are in control, and know what to do, goes a long way in creating this lifestyle.
In the morning, wellness consumers are parents, in the afternoon, they are executives and at night they will be a spouse. On Friday, they are foodies, Saturday a yogi, a family jogger, or swimming with the children, and on Sunday they are gardeners and the like. Brands need to cater to whoever the consumer is at any moment, with a focus on wellness. Giving consumers the correct products for skin and hair care, with the proper pH is of utmost importance. Since the skin is the largest organ of the body, it is best to address this first. Skin is very absorbent, and what you put on it goes in it and directly to the bloodstream. So, think twice before using a sulfate shampoo with a high pH, and hat that run all over your body.
Everyone is looking everywhere for “micro-dosing” wellness opportunities all day long that accommodate their schedule and budget, all of which are elastic depending on perception. Now that the pandemic restrictions have lessened to some degree, perhaps it’s time to change from the strong chemical hand sanitizer to an immune-boosting more natural one that is just as effective as the chemical type.
Many people now have the luxury of more time because they no longer worry about the hassle of commuting. Because of these COVID-19-related changes, our wants and needs are very different than they were before.
Starting with our bodies, the spotlight went from visible parts like butts and abs to lungs. Everyone wants healthy lungs. Breathing exercises are free, but you can buy all kinds of support materials, including air purifiers, protective masks, and energizing or relaxing scents.
The number-one obstacle to good health is too much stress. And consumers are willing to pay more for brands that will make them look and feel better. Our new economy has created a new consumer who cares less about quality and price; they want to be inspired. It’s time for us to step up and create the luxury products that are needed by our end user.