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Markets & trends

The cosmetics industry invests in spa treatments at home to attract consumers interested in well-being

Meditating while using a body cream or creating a relaxing ritual before showering are some of the ideas Brazilian brands are investing in due to an increasing demand.

Euromonitor International has just shared the report "Top 10 global consumer trends in 2020". Among these trends is "Minding Myself". According to the market research company, mental well-being is one of consumers’ main concerns and it will reshape the future of socialization.

Rochele Silveira, director at Kurotel Spa

Rochele Silveira, director at Kurotel Spa

The cosmetics industry is already getting ready for this change. In order to meet the needs not only of people interested in beauty, but also in well-being, companies are investing in products that promise a spa treatment at home. "With the increase in life expectancy, people are becoming more aware that they need to take care of themselves, so they can live longer and better. They are leaving sedentary life behind and, even though they have a busy schedule, they save some time for themselves, to balance body and mind", says Rochele Silveira, director at Kurotel - Centro Contemporâneo de Saúde e Bem-Estar.

The spa - which has been operating in Rio Grande do Sul for four decades - has launched its own beauty brand: Kur Cosméticos. "Our clients would ask to take home a bit of what they’d experienced in the medical spa. Aiming to have them continue with the treatments at home, the line expanded over the years, adding items for facial, body and mind care", says Silveira.

The company’s most recent launch is MindCosm Kur, the first Brazilian cosmetics product that offers a meditation experience, according to the company. The product is a body emulsion lotion that has a QR code. When scanned, the code takes the consumer to a guided meditation video.

"The goal is to have them take some time for themselves while they use the cream. We suggest mindfulness, meaning that the person can ’disconnect’ from everything that is happening around them and focus on the present. We want them to feel the touch of their hands and the softness of the product, taking a break from their schedule and making it a special moment, even if just for a few minutes", says Silveira.

This is also the agenda of Orgânica Body & Spa. The company - which was founded in 1989 with the production of vegetable loofahs - increased its portfolio little by little, first with body accessories and then with a line of bath cosmetics. "Ever since Orgânica was created - long before the there was a self-care trend - we have always thought about how we could make people feel better using our products. We would think about how they could have a nice bath that would make them happy as if they were at the beach or in a field of flowers, even though they were in their own house", says João Galhardi, expansion and franchise director at Grupo Orgânica.

Products are sold individually, but there are kits available for people who want to have a complete experience. The Meu Momento Kit offers liquid and bar soaps, a sisal sponge, a linen towel, a brush with natural bristles for the face and a moisturizer.

Another company investing in this trend is Ellementti Dermocosméticos, which recently launched the Therapy Home Care line for facial care. Products are formulated with natural ingredients and essential oils, inspired by aromatherapy and chromotherapy to promote emotional wellness.

"The home spa category will grow. Consumers are increasingly looking for ways to relax and meditate. When you go through a spa ritual, you reach this relaxation due to the activation of senses and due to the time you dedicate to yourself", says Fernanda Chauvin, scientific director and CEO at Ellementti.

Renata Martins

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