The popularity of wellness retail has increased over the last few years. This year, however, this category is exploding, and is a hot trend that is influencing both consumers' and retailers' behaviour. Health and wellness are not only growing in the industry, but also natural products and healthy food.
Shoppers and brands are fully aware that wellness is beauty - and vice versa.
To get shiny hair, use biotin. Infrared saunas are great for skin purification ( ) and relaxation (). For glowing skin, get IV Vitamin Therapy. To get the best of all the above, visit the new Clean Marketplace.
It's not about feeling good, it's also about looking good. Both go hand in hand. Brands are now embracing this trend.
Beauty is the key to wellness
There are so many blurred lines between sectors, that beauty brands have launched new campaigns that focus on wellness. L'Oreal is one example. L'Oreal, a global brand, opened a new Paris drugstore concept with the aim to " be an urban store for beauty within."
The new drugstore offers its own brands of beauty products as well as over-the-counter medications, healthy snacks, and amenities for urban consumers. It is modern, fun, and sleek. L'Oreal has successfully woven together beauty and health.
L'Oreal is also pushing Seed phytonutrients, its incubated sustainable beauty brand. Seed Phytonutrients, part of the partnership with beauty-and-wellness store Pharmaca will soon be available in brick-and mortar shops throughout the United States.
The shops only carry natural brands. To educate customers about the products, licensed healthcare professionals (herbalists, nutritionists and naturopaths) are available to help.
Beauty is the result of wellness
Crossover is also happening in the health and wellbeing sector. CVS and Walgreens spent a lot of time in the health industry, but now they are focusing on beauty. They have created concept shops that compete with specialty beauty shops, and are putting their dollars behind them.
Vitamin Shoppe emphasizes the importance of beauty and nutrients, with products that are specifically marketed as beauty enhancements (vitamin C serum for wrinkle reduction, essential oils to relax aromatherapy, etc.
Last summer, they launched a subscription service that sent curated boxes with vitamins and treats to their loyal customers. This resulted in high earnings and share price. You can think of Birchbox, but with a credible wellness bent.
Curation with skill
Many products serve a single purpose in the beauty industry. Eyeshadow is used to cover up pimples and other skin imperfections. Lipstick can be used to color lips and eyelids. Vitamins and supplements have many benefits in the health and wellness industry. Vitamin D can help strengthen bones, heal skin damage, and grow strong, resilient hair.
In traditional merchandising, vitamins were arranged alphabetically. Displays that are grouped products by purpose could be a better option. For example, skin care, aromatherapy and sleep aide can all be grouped together. This will give customers new ideas every time they walk through the doors. This is how retailers can upsell customers.
Display personalization tips for the fashion industry are worth considering. Displays can be used to help customers identify themselves and encourage them to try new products. This is similar to the online "You Might Also Be Interested” options. You might point them to natural shampoos if they are looking for biotin to strengthen their hair. It is all about getting to know the needs of the customer. Wellness retail is at its best when it counts most.
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Using visuals and explanations
Beauty is visual. Images are key to marketing these products - images of the products, colors, happy and healthy people. The pictures will show you the benefits and the outcomes. Pictures are worth thousands of words.
CVS places a lot of emphasis on wellness and has committed to Beauty IRL (In Real Life). Beauty, in all its imperfections and lines, is now the ultimate goal. Subliminally, the message is that what you do on the inside can be as important as what you do on the outside.
Fresh is a pure beauty brand that uses natural ingredients. The signage and display of the brand do a wonderful job in informing customers about product benefits.
This Black Tea Firming Night Mask is available on the following page. You will find a list with key ingredients and information about how they work to improve your skin. It also includes proof points from a survey that give the buyer a clear view of the before and after. It answers the question "How will this product benefit me?" Fresh understands that its customers want answers before they purchase. Not after they have opened the package and read the insert.
What's even better? You can even bring the same idea online and have it delivered in-store. Each product will get a card that informs and helps consumers learn about beauty and wellness. Do not leave education to the digital world. Inform your customers in-store with helpful, clear product information.
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