FROM SEPHORA TO BARNEY’S, RETAILERS BET ON THE NEBULOUS WELLNESS INDUSTRY

Supplements and aromatherapy aren’t just for Goop anymore. Traditional retailers want in on the wide-ranging, $3.7 trillion, so-called “health and wellness” category. Today’s consumer is far more informed and therefore plays a far bigger role in dictating the nature of new products. That shift is changing how retailers position and market themselves. “This is just an extension of everybody wanting to live a healthier life in general, companies are just trying to target multiple facets of people’s lives. Beauty is not just for the sake of vanity anymore. Companies are trying to provide an additional benefit to consumers.”