Beauty and wellness has evolved. What was once a succinct category has developed and broadened into a complex ecosystem of health, lifestyle, science, and mindfulness that, whilst fascinating, can be tricky to navigate.
This new age brings new questions for brands. How are beauty and wellness customers really thinking? What are they prioritising? What are their values, and how do they translate the behaviour? From cosmetics, skincare, and ageing to fitness, yoga, and lifestyle, a behavioural understanding can help us understand how consumers make their decisions.
