People want to eat healthier, feel better and live longer. That desire has caused a boom in the global wellness market, which now garners almost $4 trillion dollars each year. The supplement industry alone contributes over $120 billion annually to the U.S. economy. Dominating everything from beauty to food to lifestyle, wellness is quickly becoming a trend that affects nearly all aspect of our lives. Even long-established and large brands are feeling the effects of this health and wellness take over, as innovative and new health brands emerge. Nestlé and Kraft both admitted that their growth was hindered in 2017 due to the growing demand for healthier options. This increase in demand and innovative solutions presents a unique opportunity for brands to gain a foothold in the market, but it also means that competition is becoming increasingly fierce. Consumers are bombarded with ads, videos, social posts, influencers telling them what to use, and more.

There are always new ways to interact with potential clients. Wellness marketers need to stay updated on the latest techniques to generate leads and build a connection through different marketing strategies. At Balzac, we’ve established a culture of balance. We believe that you need to nurture your body and spirit, as much as your body. We take that culture along with our decades worth of experience in marketing and public relations and apply that knowledge to our wellness clients.

Highly competitive and trend-driven, the beauty and skincare market is evolving more than ever. Long controlled by a handful of legacy brands with majority market share, things have changed. Today, DTC cosmetics is one of the fastest-growing consumer product categories in the world. Entrepreneurs seek to woo a new generation of young consumers seeking fresh and creative products. Globally, the industry is strong and only getting stronger — predicted to exceed $716B by 2025.

According to a 2018 survey from Pymnts, the most important factor influencing consumer behavior in the US beauty market — beyond price or location — were special sales, unique products, and rewards programs. As modern consumers continually feel comfortable skirting outdated gender norms, mainstream cosmetics and hair care ranges are moving to include more men’s makeup and hair products that appeal to a fast-growing male beauty market. This shift demonstrates the growing difficulties in marketing efforts based on traditional demographics groups and points to the need for brands to offer niche products and services that entice consumers in ways that current offerings may neglect to. We take a global approach to beauty marketing, leveraging our tools and expertise to reach the appropriate audience.