Consumers want to turn back the clock and teleport into older and simpler times. They want to embark on a journey to explore new products and brands which reflect nostalgia, hence, leading to an urge to reconnect with their roots which helps ease anxieties. For decades, the beauty industry has been focusing on the look, rather than the “feel-good factor”.
The new-age consumer seeks transparency and is willing to make an effort for meaningful buying decisions. They want to relive and see through their personality via their product choices. This evolving landscape has given a boost to newer brands whose DNA respects the old age rituals and practices which are rooted in nature – the constant adapting and healing source.
Whether it’s about engaging brand narrative or adding a charming aspect to cosmetics via nostalgic packaging, many brands have been focusing on native practices as part of a holistic approach to wellness to establish trust with a consumer base. Thus, the question arises – How is this sense of nostalgia impacting beauty and wellness habits in the current scenario?