Mental Health Conditions and Awareness
Accelerated by the pandemic, mental health conditions and awareness are on the rise. According to the World Health Organization (WHO), 20% of children and adolescents worldwide live with a mental health condition. Young Living surveyed 5,000 adults from around the world about their wellness habits and found that 57% of global participants report they place more emphasis on taking care of their mental health since the Covid-19 pandemic began. Furthermore, 77% of consumers feel that good emotional well-being leads to better physical health and makes it possible to enjoy life and be happier, according to data from the National Confectioners Association (NCA). This article coincides with World Mental Health Day, which is observed annually on October 10. Consumer packaged brands are encouraging self-care, creating mood-boosting scents, and giving back to charities that support mental health and well-being with product purchases.
Mood-Boosting Fragrances Focus On Mental Health
Scent can alter our emotions and moods. Brands are exploring this topic with new fragrances designed to support consumers’ mental well-being. Innova Market Insights identified “Mood: The Next Occasion” as a top trend for 2021. According to their data, 44% of consumers say they have taken specific steps to improve their mental and emotional well-being. Likewise, Mintel Global Consumer research found that 51% of Canadian beauty shoppers say they are interested in using products with mood-boosting fragrances.
Tamar introduced two unisex perfumes “designed to enrich mental health,” which are paraben-free, phthalate-free, gluten-free, and cruelty-free. The Intense scent features Smoke & Vanilla while Quirky highlights Pear & Patchouli. “The product is intended to spark the journey into self-acceptance, through its mood-enhancing qualities that are said to enable its wearers to cope with stress and anxiety.” Using Estée Lauder’s exclusive ScentCapture Fragrance Extender technology, Estee Lauder debuted the Luxury Fragrance collection in eight new scents that boast mood-boosting properties. The range is marketed as leaving consumers’ “mind and senses thrillingly alive, awakened and transformed.” Blushing Sands: Evokes emotions of relaxation and sensuousness, Desert Eden: Evokes emotions of confidence and energy, Dream Dusk: Evokes emotions of cheerfulness, Infinite Sky: Evokes emotions of confidence and sensuality, Paradise Moon: Evokes emotions of happiness and confidence, Radiant Mirage: Evokes emotions of positivity and optimism, Sensuous Stars: Evokes emotions of calm and happiness, and Tender Light: Evokes emotions of positivity and joy. The fragrances are formulated to last up to 12 hours after a single application. In October, the Rubin Museum of Art in New York City, launched the Mandala Lab, a new “interactive space for social, emotional and ethical learning.” Taking inspiration from Buddhist principles that focus on self-awareness and awareness of others, the space is designed around kleshas, five Buddhist emotions including pride, attachment, envy, anger, and ignorance. There are five thought-provoking and playful experiences, and each activity is created to examine these emotions. One experience is a scent and memory library with contributions from six artists and master perfumer, Christophe Laudamiel.
Getting Personal with Personal Care
As briefly discussed in a previous trend article An Eye On Gen Z – A Glimpse Into A Younger Demographic, brands are creating beauty and personal care products that focus on mental health and well-being. Last year, Unilever in partnership with Walmart unveiled the Find Your Happy Place bath and body brand with a collection of sensorial products to “help you reclaim a little peace amidst everyday stress.” Currently, there are nine scents, each with a Mindspace offered in five SKUs: After The Rain: Blooming Jasmin & White Birch (Grounded), Catching the Sunrise: Juicy Mango & Sparkling Citrus (Chill), Girls Night Out: Tiare Flower & Sugarcane (Carefree), Lazy Weekends: Sweet Almond & Vanilla (Cozy), Sweet Treats: Brown Sugar & Caramel (Pleasure), Summertime Sprinklers: Red Berries & Peach (Play), Sunkissed Ocean Waves: Sea Salt Spray & Water Blossom (Bliss), Under the Starlit Sky: Chamomile & Sandalwood (Calm), and Wrapped In Your Arms: Blush Rose & Magnolia (Love). This year for the fall and winter, Unilever added two limited-edition seasonal scents: Autumn Apple Picking: Apple and Frosted Berry (Invigorate) and Pumpkin Spice Season: Pumpkin and Spiced Cream (Bewitched). P&G introduced Quiet & Roar, “a multi-sensorial body care brand with mind-altering products with expertly crafted scents to engage your senses.” The body washes, scrubs, and lotions are formulated with essential oils “to help you quiet your mind and soothe your soul” and are free of parabens, phthalates, and dyes. Dove’s Kids Care collection is the brand’s “first ever purpose-driven bath range for kids that is part of the Self-Esteem Project.” According to Unilever, the brand’s mission “is to inspire the next generation and make kids feel represented and encouraged to embrace their uniqueness.” There are three scents and each package features an affirmation. The Berry Smoothie products state “I am awesome brave & strong!” while the Cotton Candy range reads “I am fantastic, smart & helpful!” and the Coconut Cookie collection says “I am thoughtful, caring & fun!” At the beginning of the year, Essence One introduced the Essence One Self Care Club, a mental health and beauty subscription service. Every other month, customers receive some of the brand’s most popular products and “the box themes follow the seven elements of wellness – physical, spiritual, emotional, intellectual, social, environmental, and occupational.” In addition, all purchases contribute to donations to Bring Change to Mind, a national organization started by Glenn Close that provides mental health clubs in high schools around the country.
Put Your Money Where Your Mouth Is
Many consumer packaged goods are creating products with a purpose and supporting mental health causes with a donation of proceeds. Last year, actress and singer Selena Gomez debuted Rare Beauty, a “mission-driven beauty brand” that is “about using makeup as a tool for celebrating what makes people different and get to a place of self-love and acceptance.” Along with the product release, Gomez launched the Rare Impact Fun, to raise $100 million over the next 10 years to help address the gaps in mental health services for underserved communities. 1% of all sales as well as funds raised by partners, will be dedicated to the Rare Impact Fund. British make-up brand War Paint for Men has opened its first brick-and-mortar store in London. The brand has partnered with The Lions Barber Collective, a group of not-for-profit barbers, trained in mental health support to help prevent male suicide, which will be War Paint’s permanent charity hub. Pacific Shaving rolled out the Shave With Purpose collection, which features six moisturizing shaving creams for men and women color-coded to match nonprofit organizations that support health and social causes. The brand will donate 10% of proceeds from its sales to a variety of nonprofit organizations: Blue to support prostate cancer research, Green to support mental health awareness, Pink to support breast cancer research, Purple to support LGBTQ+ equality and inclusion, Red to support ALS research, and Yellow to support suicide prevention.
Self-care has been on the rise. However, the pandemic has prompted a proactive, holistic approach to health and wellness with a focus on mental health and well-being. Mental health often has a stigma attached. Fortunately, research published in the Journal of Medical Internet Research, suggests that COVID-19 prompted more people to express their emotions, both positive and negative, and garner support from others through social media. “As a result, the stigma surrounding mental health conditions may be decreasing.” Consumer packaged goods are engaging in conversations about mental health conditions and awareness. Brands are encouraging self-care, creating mood-boosting scents, and giving back to charities that support mental health with product purchases. Expect to see more consumer packaged goods design products focused on mental health and well-being.