Well-Mastering Trend Transforms Wellness with Science-Backed Rituals
Developing a hair growth stimulator involves keeping up with new developments and consumer trends. Brands must realize that the wellness movement has evolved and matured, offering new narrative communication development opportunities for beauty and personal care societies. We will analyze the 'well-mastering' movement and see how a hair growth stimulator using adaptogens can meet consumer expectations and interests.
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The 'Well-Mastering' Movement and the Role of Adaptogens in Such a Context
The **'well-mastering'** movement is a recent phenomenon that goes beyond simple wellness and can, in fact, be defined as a higher level of wellness.
**Free E-book: 10 Innovative Formulas 👩🔬 Download Now**In such a context, consumers have developed expectations and interests in the **personal care** domain. In fact, self-care is a booming concept in the beauty and personal care market: according to a study by **Bazaarvoice** and Influenster, this concept generates over 110,000 weekly searches, a 25% increase from last year.
This new type of consumer is interested in products that improve their well-being, such as beauty products that suggest **daily routines** in the form of rituals. These routines are understood from the perspective of mindfulness, when users see personal care as an opportunity to take a moment to relax and connect with the present moment, seeking inner peace.
The **mindfulness** approach also involves taking care of physical health as well as mental health. Consumers seek products that help them become aware of their emotions, considering the body and mind as a holistic system.
This desire for **inner and outer beauty fusion** is evident in consumer studies. For example, 38% of American consumers aged 25 to 34 are interested in beauty products that help reduce anxiety and stress, according to Mintel data.
A new narrative communication based on 'well-mastering' will therefore include concepts and keywords such as **rest, balance, awareness, healing, recovery, mental awareness, and morale-boosting and mind-liberating rituals.**
When it comes to reflecting this new narrative communication in product development, the 'well-mastering' movement involves the use of **adaptogens.**
In short, adaptogens are plant substances that help the body regain balance and cope with physical or mental stress. Among the new adaptogens, we can note maca, moringa, holy basil, ashwagandha, rosehip, and myrobolan emblic (Ceylon gooseberry) as well as certain medicinal mushrooms.
Today, it is still **rare** to see product descriptions mentioning adaptogens. In fact, between July 2015 and June 2019, only 0.02% of all beauty and personal care product launches mentioned adaptogen ingredients.
However, they seem to have the potential to appeal to **stressed** consumers seeking products to take care of themselves and also respond to the trend of vegetable ingredients.
The specific properties of adaptogens vary, but in general, these substances are supposed to **reduce fatigue**, improve concentration and endurance, and protect the body against **stress**. These properties can attract new consumers and are interesting for narrative communication in the hair care domain, such as for the development of a hair growth stimulator.
Moreover, adaptogens are linked to **ayurvedic practices** and have been successfully used to promote a wellness message for health-conscious consumers. Moreover, while adaptogenic ingredients are increasingly popular, they can also be used in combination with ingredients that are already known for their health benefits. For example, combining adaptogens with magnesium could be a **winning formula**, as the latter is well-known for its fatigue-reducing properties, adding credibility to the product.
KERASCALPTM: The Hair Growth Stimulator that is the Basis of Narrative Communication in 'Well Mastering'
KERASCALPTM offers businesses the opportunity to adopt this new theme of 'well mastering' for their narrative communication. With its **ayurvedic and adaptogenic origin**, this hair growth stimulator acts on signs of aging in the scalp before they appear, preventing follicle miniaturization and weakening. It doesn't just act as a hair growth stimulator, but **also improves scalp health** in several ways, making hair shinier and rebalancing the scalp, giving it strength and vitality.
To develop this active ingredient, Provital combined an ancient ayurvedic secret for healthy aging with cutting-edge botanical research. The main natural adaptogenic ingredient in KERASCALPTM is **myrobolan ( Terminalia chebula)**, known for its beneficial effects on scalp and hair health and well-being, a rasayana (rejuvenating) ingredient in ayurvedic medicine.
KERASCALPTM targets **follicle miniaturization**, which has visible effects on skin aging (thinner hair that loses volume, breaks easily, and grows slower). To counteract this phenomenon, KERASCALPTM offers **anti-aging effects** by analyzing the activity of genes and proteins involved in miniaturization and acting on this process.
Its **effectiveness** has been proven in in-vitro tests (60% more resistant follicles; 39% reduction in aging signs) and ex-vivo tests (the active ingredient increases the proliferation capacity of hair bulbs by 22% compared to reference follicles).
For brands, this is an excellent opportunity to develop a hair growth stimulator that responds to the 'well-mastering' trend. Furthermore, as the stigma around mental health in men slowly decreases, KERASCALPTM can help brands reach men dealing with anxieties.
This active ingredient also meets consumer demands for **naturally sourced and sustainably produced ingredients**: it's a water-free formulation, 100% naturally derived according to ISO 16128-Natural Origin standards, and also certified Cosmos, halal, and vegan.
