About ten years ago, French people massively turned to other forms of medicine than allopathy, as they grew aware that taking care of themselves was the best way to build their own “health capital”. In France, similarly to many other European countries, the notion of health is now increasingly related to that of “good health”, which includes beauty, wellness, and a healthy lifestyle.
But what forms does this health ambition take, as it is gradually taken over in particular by the Generation Y, whose members have been integrating it to their lives as a new “cool attitude”?
Instagram is THE health social network: it has replaced boring health lifestyle practices with a fun, aspirational way of life that can go as far as involving performance and self-staging. The most striking example can be found in the field of sports/fitness, where before/after transformations are just spectacular and perfectly meet the many challenges young people are so keen on (challenges like “a week without sugar”, etc.). There are now plenty of digital coaches, from the United States to Europe, offering global body-mind rehabs (Madeleine Shaw) or more military-like practices (young Australian Kayla Itsines), but always with a glamorous touch.
Ex-models have been launching their own superfood brands (Cindy’s Essentials, Elle McPherson’s “Super Elixir”), while current referent muses have switched to these new businesses (Beyoncé-approved 22-Day revolution recipes).
Even part of the organic sector is getting more modern by adopting resolutely contemporary design codes that boast a real difference with brands and stores with a more austere, even dull look (see new Biocoop Dada, Baija, Tata Harper) – a kind of retail and packaging “glamolution”.
Lastly, new technologies make it possible to boost and establish these new joyful, preventive health trends, whether by offering new wellness immersion experiences (see Digital immersive cycling, multi-sensorial meditation by Somadome), or new trackers easily removable before having a shower and apps for relaxing, peaceful moments (Tech Tat de Chaotic Moon, Pause by Ustwo).
(Good) health is a booming sector that is getting hybridized with many others: science, technologies, reconnection with nature, fashion, personalization, etc.
“Health, wellness & beauty” have become a lifestyle marker. As a result, brands have the opportunity to develop a new approach to beauty from the prevention perspective, by adopting cheerful, playful, efficient community rituals. And all this obviously goes with the semantic revolution needed to integrate these changes, so that predisposed brands can substitute their brand statement with a “health statement”.
Extract from the new Trend Sourcing study available to subscribers: “Health Statement Inspiration Book”.
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