MSLGROUP: T-Shirts That Moisturize: What the Health? - Allyson Hugley

"Good health" consistently ranks among the top things that consumers equate with the “good life,” according to GfK’s annual Roper Reports Worldwide survey.  In Western markets, at a time when the promise of being healthier than previous generations is fading alongside the promise of being wealthier than previous generations, good health (if not healthier health) is now as important to many consumers as having the shiniest status symbol used to be.

The implications of this trend are enormous and reach far beyond doctors’ offices, drugstore shelves, and pharmaceutical company pipelines.  While there are strong indications that consumers are growing tired of conflicting health information and are tuning it out, the appetite for products with health benefits remains strong.

Iconoculture recently released a piece focusing on the range of industries offering products designed to promote and facilitate healthier living.  With a host of new players putting skin in the health game, new sources for health expertise are emerging to compete for share of consumers’ minds and conversations. This creates challenges for brands, i.e. the potential for health clutter and “health-washing”, and also opportunities, such as creative brand extensions, healthier products and educational content to keep the conversation going.

Here’s a quick snapshot of the broadening cast of health-and-wellbeing players:

· Fashion: Fabrics and garments have been infused with vitamins and moisturizers (Fujibo’s Cosmeplus), aromatherapy, antibiotics and even caffeine French apparel-maker Lytessclaims its products reduce cellulite. The SmartShirt from Sensatex can transmit data about vital signs of the wearer.

·    Automotive: This past July, Nissan issued a release saying that it is working on a “Health & Well-Being” concept to make driving a Nissan safer and healthier than ever before. The vision for Nissan’s healthier ride includes vitamin-enhanced air filters designed to reduce stress and fatigue and nourish skin. Seat design based on NASA research is said to promote proper blood flow to the legs and back during long trips.

·    Travel: HotelBienestar.com plays matchmaker between wellness traveler and destination, based on specific therapy, beauty treatment or activity. Austria-based New Life Hotels tailors vacations for expectant and new parents. Patients of Tria Orthopaedic Center in Minneapolis, Minnesota, are checking in to Hilton for post-surgery care and recovery in lieu of a conventional hospital bed.

·    Electronic Devices: Health-related phone apps abound. There were nearly 17,000 health apps available in major app stores in November 2010, with 57% of them being aimed at consumers rather than healthcare professionals. Today’s busy consumer can diagnose, manage and even treat her or his condition remotely. Exergaming has combined fun, fitness and inspiration for the young (dancing, boxing, martial arts, sports) and not so young (more senior centers are using gaming techniques for physical, cognitive and social benefits). The Elecom M-ABURseries mouse, out of Japan, comes with a special resin coating that prevents bacteria from growing on it.

·    Entertainment:  Health-related television series — from The Alzheimer’s Project and The Doctors to Dr. Oz and The Big C — have found loyal audiences. A recent Kaiser Foundation study found that 87% of regular Grey’s Anatomy viewers think the medical information on the show is at least somewhat accurate.

·    Cosmetics: As the line between beauty and health blurs and consumers become as aware of what they put on their bodies as what they put into them, beauty and skincare ingredient lists are looking more like nutritional information. Probiotic beauty aids cover imperfections but also support a healthy body. GlutenFreeCosmeticsList.comreveals a roster of cosmetics and personal care products that are good enough to eat.

·    Home & Garden: For the majority (55%) of Americans affected by asthma or allergens, clean air is top of mind. Viking’s Plasmacluster Ion Air Purifier for the fridge destroys mold, mildew and bacteria. LG Electronics’ allergen-reduction washer/dryer unit is designed to help people breathe easier while Hydrotect claims its paint cleans the air.