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Brief Published: 20 Sep 2018

Rebooting Lifestyles: A Self-Care & Makeover Revolution


September is a pivotal month for consumers seeking rejuvenation and a fresh start post-summer, offering beauty and wellbeing brands a ‘New Year, New Me’ marketing opportunity mid-year.

Online social scrapbooking and discovery platform Pinterest has unveiled its Back to Life report, which rebrands September as a time for new beginnings.

The August 2018 survey analysed British consumer behaviours and found that 38% of respondents believe the end of summer provides a fresh start – a time to make small changes to their routines.

We spotlight two key opportunities for brands in the health and beauty industries.

  • Celebrating Self-Care: Modern consumers are seeking total wellbeing, as they focus on creating a sense of life balance: approximately 37% of survey participants wanted more ‘me time’ following the end of summer.

    Pinterest has identified a pivotal market opportunity – the consumer desire for rejuvenation during the post-summer slump. The appetite for routines that physically and mentally prepare consumers for the days ahead are currently soaring in popularity. In the US, Google searches for the term “self-care Sunday” increased by 850% from 2017 to 2018 (Google, 2018).

    Brands should capitalise on this by rebranding relaxation-promoting products for the ‘Back to Life’ season. A good example of a product that could exist in this new category is American indie beauty brand Aquarian Soul’s Flower Moon Bath Soak. The formula harnesses the power of aromatherapy, using rose, chamomile and jasmine to boost mental and emotional wellbeing.   
  • New Season, New Me: Extreme and subtle makeovers alike are expected to gain popularity after the summer season: according to Pinterest, 18% of Brits would like to make changes to their personal style post-summer (including hair and beauty hacks).

    Consumers’ desire to change their appearances at this time of year could prompt hair salons or other service-led spaces, such as in-store makeover counters, to offer discounted prices as part of a September deal.

    In addition, integrating augmented reality digitally or in retail spaces could encourage this cohort to experiment with new looks in real time. For instance, Charlotte Tilbury’s Magic Mirror presents consumers of all skin tones with a selection of signature looks for a quick makeover fix.