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PRODUCT NEWS
Melisse Gelula: COVID-19 has helped wellness lose its stigma
16 Sep 2020 . BY Megan Whitby
Gelula believes the pandemic has produced great potential for more companies to move from a narrow profit-focused model to a human-focused model in business
Photo: Johnny Miller
The Global Wellness Institute’s (GWI) latest Q&A with experts on wellness in the age of COVID-19 saw VP of research and forecasting, Beth McGroarty, talk with entrepreneur Melisse Gelula, who previously co-founded wellness media company, Well+Good, and now helps advise and scale mission-driven wellness companies, from tech to beauty and more.

A GWI board member, Gelula spoke about how COVID-19 has reshaped the concept of wellness, which wellness markets will grow fastest and what successful wellness brands of the future will look like.

Spa Business has rounded up key points from the interview before the GWI unveils the full version.

COVID-19’s effect on wellness
“Pre-COVID-19, wellness was increasingly associated with very consumer-y trends,” began Gelula, “the US$17 organic salads, US$60 collagen supplements, and the US$150 leggings. It was increasingly seen as being a very elitist and privileged industry.”

She believes that when the pandemic hit, people desperately needed things in their everyday lives to help fortify health, sanity, communities, and homes.

In her opinion, this helped wellness lose some of its stigma, as people began rushing to proven, beneficial wellness practices that cost little or nothing, such as meditation or getting out in nature and walking.

Gelula illustrated this with data from Pinterest collected between February and May 2020, which recorded an upsurge in searches around mental wellness concepts, with meditation up 44 per cent, gratitude up 60 per cent and positivity up 42 per cent.

She explained that this was due to the pandemic causing people to adopt self-care and wellbeing practices as a coping strategy for the new normal.

What wellness categories will grow fast and matter most in future?
Gelula advises a number of wellness start-ups and has experience in how investment and marketing are changing. Using this insight, she proposes that mental health and wellness will be the biggest future need and opportunity.

With US depression rates tripling during the pandemic, she highlighted that the US is in the middle of a widespread mental health crisis and that it's crucial mental wellness tools are made affordable and widely accessible, not a luxury.

“Mental health is simply the most bewildering, overlooked area in healthcare. There’s so much to say, to rethink, and to invent around mental health and wellness – I believe it's the most important space in wellness.”

She predicts that digital could be the most affordable and effective way to democratically provide mental health support, with numerous social media brands already kicking off initiatives, such as Snapchat, which has launched mental wellness tools and content and partnered with Headspace to deliver meditation and mindfulness.

“It’s interesting and telling that even social media platforms are now grabbing the mental wellness wheel,” she told McGroarty, “as these moves are helping them reach the loneliest, most depressed and anxious generation: the young.”

Gelula anticipates that well known mainstream companies will soon follow suit and roll out new products that make mental health/wellness more accessible in the next six months.

Success in the new wellness market
Looking ahead, Gelula feels that due to COVID-19 the brands that solve real problems will succeed.

“The future of the wellness market is a new kind of problem-solving: More solutions-minded wellness businesses that can reach far more people,” she explained, “we’ll see the arrival of more companies and products that are really essential services – whether in mental wellness, in work solutions, in healthy food."

In her opinion, the market is in the midst of a transitional moment with the potential for more companies to move from a narrow profit-focused model to a human-focused model in business.

“Companies that can roll with this will be the ones consumers believe in and buy from and that employees commit to. It means showing empathy and really relating to the needs and pain-points of your customers (and employees).

“It’s a 'get real' moment, and all of a sudden, there is more discussion, innovation and investment in what were once stigmatised categories.

“For instance, in the healthcare tech space, I’m working with a brand focusing on unmet maternal health needs (and the high maternal death rate in the US, especially for women of colour) by connecting women 24/7 via text to nurses, midwives and doulas, and which also has a miscarriage community for women to talk about this painful topic openly.”

In addition, Gelula feels success will also rely on wellness companies making sure their experiences and brands are highly inclusive, whether for people of colour, ageing people or LGBTQ consumers.

“It’s unacceptable not to take a stance on diversity now,” she said, “those seen as failing on this will increasingly receive blowback. People – especially young generations – are savvy and get turned off by tone-deafness or lack of real acknowledgement of Black Lives Matter by companies.”

To read the whole interview and understand why Gelula believes workplace wellness is now the make or break point of all businesses, visit the GWI website later this week.
If you would like to get each issue of Spa Business and Spa Business insider magazines sent direct to you for FREE, plus the weekly Spa Business and Spa Business insider ezines, sign up now!
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News   Products   Magazine
PRODUCT NEWS
Melisse Gelula: COVID-19 has helped wellness lose its stigma
16 Sep 2020 . BY Megan Whitby
Gelula believes the pandemic has produced great potential for more companies to move from a narrow profit-focused model to a human-focused model in business
Photo: Johnny Miller
The Global Wellness Institute’s (GWI) latest Q&A with experts on wellness in the age of COVID-19 saw VP of research and forecasting, Beth McGroarty, talk with entrepreneur Melisse Gelula, who previously co-founded wellness media company, Well+Good, and now helps advise and scale mission-driven wellness companies, from tech to beauty and more.

A GWI board member, Gelula spoke about how COVID-19 has reshaped the concept of wellness, which wellness markets will grow fastest and what successful wellness brands of the future will look like.

Spa Business has rounded up key points from the interview before the GWI unveils the full version.

COVID-19’s effect on wellness
“Pre-COVID-19, wellness was increasingly associated with very consumer-y trends,” began Gelula, “the US$17 organic salads, US$60 collagen supplements, and the US$150 leggings. It was increasingly seen as being a very elitist and privileged industry.”

She believes that when the pandemic hit, people desperately needed things in their everyday lives to help fortify health, sanity, communities, and homes.

In her opinion, this helped wellness lose some of its stigma, as people began rushing to proven, beneficial wellness practices that cost little or nothing, such as meditation or getting out in nature and walking.

Gelula illustrated this with data from Pinterest collected between February and May 2020, which recorded an upsurge in searches around mental wellness concepts, with meditation up 44 per cent, gratitude up 60 per cent and positivity up 42 per cent.

She explained that this was due to the pandemic causing people to adopt self-care and wellbeing practices as a coping strategy for the new normal.

What wellness categories will grow fast and matter most in future?
Gelula advises a number of wellness start-ups and has experience in how investment and marketing are changing. Using this insight, she proposes that mental health and wellness will be the biggest future need and opportunity.

With US depression rates tripling during the pandemic, she highlighted that the US is in the middle of a widespread mental health crisis and that it's crucial mental wellness tools are made affordable and widely accessible, not a luxury.

“Mental health is simply the most bewildering, overlooked area in healthcare. There’s so much to say, to rethink, and to invent around mental health and wellness – I believe it's the most important space in wellness.”

She predicts that digital could be the most affordable and effective way to democratically provide mental health support, with numerous social media brands already kicking off initiatives, such as Snapchat, which has launched mental wellness tools and content and partnered with Headspace to deliver meditation and mindfulness.

“It’s interesting and telling that even social media platforms are now grabbing the mental wellness wheel,” she told McGroarty, “as these moves are helping them reach the loneliest, most depressed and anxious generation: the young.”

Gelula anticipates that well known mainstream companies will soon follow suit and roll out new products that make mental health/wellness more accessible in the next six months.

Success in the new wellness market
Looking ahead, Gelula feels that due to COVID-19 the brands that solve real problems will succeed.

“The future of the wellness market is a new kind of problem-solving: More solutions-minded wellness businesses that can reach far more people,” she explained, “we’ll see the arrival of more companies and products that are really essential services – whether in mental wellness, in work solutions, in healthy food."

In her opinion, the market is in the midst of a transitional moment with the potential for more companies to move from a narrow profit-focused model to a human-focused model in business.

“Companies that can roll with this will be the ones consumers believe in and buy from and that employees commit to. It means showing empathy and really relating to the needs and pain-points of your customers (and employees).

“It’s a 'get real' moment, and all of a sudden, there is more discussion, innovation and investment in what were once stigmatised categories.

“For instance, in the healthcare tech space, I’m working with a brand focusing on unmet maternal health needs (and the high maternal death rate in the US, especially for women of colour) by connecting women 24/7 via text to nurses, midwives and doulas, and which also has a miscarriage community for women to talk about this painful topic openly.”

In addition, Gelula feels success will also rely on wellness companies making sure their experiences and brands are highly inclusive, whether for people of colour, ageing people or LGBTQ consumers.

“It’s unacceptable not to take a stance on diversity now,” she said, “those seen as failing on this will increasingly receive blowback. People – especially young generations – are savvy and get turned off by tone-deafness or lack of real acknowledgement of Black Lives Matter by companies.”

To read the whole interview and understand why Gelula believes workplace wellness is now the make or break point of all businesses, visit the GWI website later this week.
If you would like to get each issue of Spa Business and Spa Business insider magazines sent direct to you for FREE, plus the weekly Spa Business and Spa Business insider ezines, sign up now!
PRODUCT NEWS
Book4Time invests in data team and makes new appointments to increase market leadership position
Book4Time, the leading wellness and recreation management solution for the hospitality industry, is continuing to innovate in 2020 despite strong headwinds in the industry.
Esthetica unveils portable disinfection towers using ultraviolet light
With the cleanliness and rigorous hygiene at the forefront of operators’ minds, Esthetica has launched the UV-C Disinfection Towers to reduce the risk of virus and bacteria transmission in spas.
Neom Organics unveils new luxury sustainable body wash and lotion range
Neom Organics has launched a body wash and lotion line, designed to offer a luxury body care experience, which doesn’t compromise on sustainability.
Natura Bissé collaborates with UK and Irish spas to thank healthcare assistants in care homes
Spanish skincare and spa brand, Natura Bissé, is joining together with its UK and Irish spa partners to thank healthcare professionals who’ve been working in care homes for their hard work over the past months.
Aromatherapy Associates introduces shower oils blended with up to 28 pure essential oils
Aromatherapy Associates has unveiled a new collection of four shower oils designed to cleanse and hydrate skin.
Keep your business bubbling with Core by Premier Software®
Core by Premier Software® (Core) is the leading single and multi-site software solution designed specifically for the spa, wellness and leisure industries.
Being the best for the world: Davines group unveils 2020 sustainability report and goals
The Davines group, together with skincare brands Comfort Zone and Skin Regimen, has introduced its sustainability results achieved in 2019 and outlined the new goals for 2020.
Sweet dreams: Made for Life Organics teams up with BC Softwear for new Sleep Ritual
Made for Life Organics has collaborated with the team at BC Softwear to introduce a new Made for Life Sleep Ritual combining a soothing natural botanical spritz with a soft sleep mask to block out the morning light, ensuring a perfect night’s sleep.
Elemis debuts touchless facial using new Safe-Touch tools
Elemis has introduced a No-Touch Facial Powered by Biotec, a brand new experience launching at its flagship destination in Mayfair, London.
Matteo Thun grows Allaperto collection with new suspended outdoor armchair
Allaperto, the lounge collection spawned by the partnership between design studios, Matteo Thun, Ethimo and Antonio Rodriguez, has been expanded to include new styles and offerings.
Dermalogica launches multi-function mask which both hydrates and exfoliates skin
Dermalogica has unveiled a five-minute multi-function mask to deliver gentle exfoliation and boost skin hydration in just one step.
Zenoti partners with RUSH Hair and Beauty Salons to provide a client-focused digital solution
Spa software company, Zenoti, is partnering with RUSH Hair and Beauty Salons to provide advanced salon management solutions.
+ More products   
 
COMPANY PROFILES
Merrithew™ - Leaders in Mindful Movement™

Merrithew caters to exercise enthusiasts, fitness professionals, studio and facility owners, athle [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

ResortSuite mobile: give your guests unlimited access to your resort
ResortSuite mobile. Deploy your own fully branded app. Give your guests unlimited access to your resort with real time booking capabilities, dining reservations, itineraries, member profiles and more... Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

21-24 Sep 2020

Interbad

Messe Stuttgart, Germany
01-02 Oct 2020

CCR London

ExCeL London, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

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