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«Mindful Beauty» – take a moment to care for yourself

21

Dec

In an increasingly complex world in which we are more and more connected, are expected to be reachable practically all the time, and are overloaded with a flood of information every day, the importance of Mindfulness is increasing in all areas of life. The hectic routine of modern society is often missing the vital moments of mindfulness and relaxation. 

 

Doing something for your skin is a perfect opportunity to create one of these brief, mindful moments, because you already have to take a little time for yourself. It is therefore not surprising that mindfulness and quiet reflection are beginning to become more important in cosmetics. 

The emergence of the “Mindful Beauty” trend is a response to the need to unite contentment with skin care and to transform the beauty ritual into something that calms the mind, cares for the skin, and offers a little ‘me time’ – in the morning and evening, and on the weekend. 

This movement presents a new opportunity for retailers and for beauty brands.


A look at the market

If we follow the "Mindful Beauty" trend propagated by influencers and beauty magazines, we see that beauty care itself ought to be mindful. These days, it takes more than just lighting a scented candle or running a hot bubble bath to relax.

Beauty products that care for both the skin and the soul are in demand: aromatherapy oils, gemstone facial rollers, or care products whose modes of action are tuned into our biorhythms, the seasons, the lunar phases, or even our hormonal cycles. 

A look at the market reveals a very obvious demand for mindful products: 
 

Mindfulness as a product promise

There are many facets to mindfulness. Besides wellness and the ‘me time’ mentioned earlier, mindfulness is also expressed in the way we treat nature and its resources, and even in how respectful we are to each other. 

Many consumers understand mindfulness as a kind of product promise, but with many different interpretations. Mindfulness can be applied as much in the ingredient supply chain as it can in the production of cosmetic products, in transport logistics, and in packaging. But mindfulness can equally be the moment that consumers experience while applying the product. 


Mindful Beauty for inner balance

Many consumers today want to achieve a balanced mind-body connection and to create a peaceful moment for themselves as part of their beauty ritual.  This type of consumer accordingly responds strongly to the “Mindful Beauty” claim because they are looking to find serenity and inner balance in our chaotic world.

Consumers interested in this sort of Mindful Beauty want, for example, to achieve a sense of inner peace, to improve their sleep, or to detoxify or energise their skin. Therefore, when it comes to skincare, make-up, sun protection, and hair care, consumers who are looking to achieve inner balance are likely to respond well to relaxing fragrances, oils, and calming or energizing raw and active ingredients. 


Mindful Beauty as a mindful action

Other Mindful Beauty consumers, on the other hand, are not so much looking for a moment of inner peace, as regarding the use of Mindful Beauty as an action. By choosing Mindful Beauty products, they are making an ecological and ethical decision to contribute to greater justice in the world. This could be in the form of a fair income for a producer or a value chain that has a reduced impact on the environment in its energy or water consumption. 

For these consumers, mindfulness means thinking beyond the moment and being aware of the consequences of their actions. They want to do good, not only for themselves but also for their environment. 

Consumers who understand Mindful Beauty as a mindful action respond well to cosmetic lines from brands that support fair trade projects in the extraction of raw materials, implementation of zero-waste concepts, strong attention to sustainability, and use of locally sourced raw materials and active ingredients to avoid long transport routes. 

 

Mindful Beauty as an opportunity 

The Mindful Beauty trend is highly diverse and overlaps megatrends such as sustainability and wellness. Many players in the cosmetics industry have thoroughly assessed the issue of sustainability and are already strongly committed. In the future, these strengths could be placed even more explicitly in the focus of customer communication, especially through digital media such as websites or social media. 

Mindfulness can also be brought, directly or indirectly, into the area of product development. For example, cosmetics manufacturers could introduce certain aspects of their own mindful corporate philosophy into product design, or could place emphasis on mindful cooperation with partners, such as in fair trade projects, ethical collaborations, or special sustainability projects. 

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Claudia Dür

Social Media Manager

Stories - Nature - Movement. These three words have the greatest meaning in my life.

As a passionate communicator, I am responsible for social media at IMPAG. In addition, I write various contents for our communication activities in the area of personal care. I love stories, constructive exchange, open discussions and teamwork. In my spare time you meet me and my family always in motion, be it biking, climbing and hiking in the mountains or surfing in the waves of the Atlantic.

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