Beyond the Hype: Why Wellness Needs a Science-Based Makeover
Beyond the Hype: Why Wellness Needs a Science-Based Makeover
I’m a certified wellness junkie. There’s nothing lovelier than steeping myself into the indulgent experiences of a wellness spa.
After a gruelling few months at work, I quickly took up an offer to do a road trip to a well know spa.
It didn’t disappoint. Well almost. I mean I absolutely loved every moment of the treatments, the well-appointed cottages, the eager to please staff. A special word of thanks to the latter because they took every feedback to heart and turned cartwheels to deliver better.
So why the disappointment?
Well, it’s a broad brush rant, about the wellness industry at large. Especially the immersive experiences cropping up everywhere. It’s not just spas, even halfway respectable hotels offer ayurvedic massages and treatments. The wellness juggernaut is prospering, obviously. So what’s missing?
Authentic. I’m missing an authentic experience. What I mean is that whilst everyone is well meaning, eager to please and so on, I find that the actual knowledge of the science about the treatments, the herbs, the decoctions, their effects and their relevance to your body temperament is all sketchy. The doctors too are often obtuse in their answers. And almost no one is even asking them. Just saying ‘Ayurveda or ‘Naturopathy’ is enough to have hordes submitting willingly to something they barely understand and no one is even trying to explain.
Come on, why must it be an enigma wrapped in a riddle, covered in a banana leaf, for God’s sake?
Wearing my Branding Design hat, which truth be told, is never off, here’s my two bits of advice.
A brand is never your logo. Ever. It’s always the experience it offers to those who consume it. So yes, maintaining consistency is crucial but being authentic is vital.
Especially when your promise is to offer ancient science based healing. You need to ensure that every person is aligned and educated about the science. That not only do they know but it’s important they believe in it. That in a holistic treatment spa, everything from the food to the treatments to the environment must live and breathe the philosophy of what your brand core is.
Yes, we love the champa on the pillow, the welcome drink and all that luxe and lovely stuff, but if there is vagueness in the ecosystem chain then it’s a disappointment. It chisels away trust and makes one wonder if you’re riding the woke wave to just cash in on the eager but clueless and gullible hordes of wellness junkies, or committed to live and breathe your brand promise and be loved and respected forever?
Treating your guests as intelligent and responsive people is not good manners alone, it’s an investment in your relationship with them ensuring loyalty and longevity. Makes them feel heard and most importantly you’ve made yourself valuable to their wellbeing.
They’ll happily return and also happily spread the word. That’s a happy ending every brand wants, isn’t it?