October 20th, 2023

“When you are balanced, and when you listen and attend to the needs of your body, mind, and spirit, your natural beauty comes out.”
—Christy Turlington

Mystic beauty is not just superficial, it also focuses on the health of the mind and soul. The evolved consumer, discussed in our previous blog, is seeking solace in mysticism in the hopes of experiencing a personal spiritual journey to gain a deeper understanding of themselves. The more a brand can encourage these deeper connections, the more they can foster meaningful relationships between the brand and the consumer. This can be aided by mystic beauty.

[Image Credit: Aeos}

Looking For Longevity

Being consciously aware of what our body needs is the key to longevity, whether that’s through relaxation, nutrition, keeping active, or even spiritual selfcare. Consumers are evermore seeking support and comfort as they navigate through life’s unpredictability. Mystic tools are providing a tonic to this that also supports our habits and provides newfound motivation. The potential to live better quality lives comes through the understanding and exploring of the transcendent.  Feeling connected to our mind and soul influences the control of our emotions and a positive outlook on life. Mystic beauty reinforces the fact that mental, physical, and emotional wellness are all interconnected and without one, you can’t have the other. Sometimes this comes naturally, and other, we may have to consciously work harder.

Curating a Beauty Haven

A holistic approach to health and beauty acknowledges all aspects that affect our well-being, such as physical, social, and emotional factors. The approach focuses on ancient healing traditions routed in mysticism that manipulate the body through the use of natural forms to support a healthy lifestyle. These practices may include, but are not limited to, acupuncture, reiki, and meditation.

Beauty and meditation are most definitely connected with studies showing that meditation can improve well-being, both inside and out. Dermatologists believe through practising meditation, stress can be reduced, which is believed to worsen skin conditions, breakouts and flareups. Beauty and cosmetics brands can tap into this market by providing their customers with ritualistic products that promote mindfulness and meditation.

Alternatively, brands could adopt a contemplative approach to their store design. Contemplative stores are those which are empathic to a customer and anticipate their needs mentally, physically, socially, and spiritually.  This could be achieved through subtle nods to spirituality or in Standard Dose’s case, dedicate an entire room to relax, rejuvenate and recoup. The CBD wellness brand provides its customers with a welcome escape from the hustle and bustle of New York through its mediation room, which is used to host classes, relaxation retreats and spiritual sessions that complement the products. By incorporating mystic elements not only creates a haven for your products to sit within, but customers are more inclined to invest in your brand by creating an environment that encourages a clear and calm state of mind.

[Image Credit: Standard Dose]

Synesthetic Aromatherapy

Scent is no longer merely an olfactory pleasure but a multi-dimensional experience. It is known to trigger strong emotions and vivid memories. It creates an aroma that projects different energies into the atmosphere, allowing you to personally connect with experiences and immerse you further into a space or transport you to others. These strong connections can affect our behaviours and impact the way we act by controlling our serotonin, dopamine, and endorphin levels.

Aromatherapy, an ancient ritual, is the use of essential oils from natural plant extracts to promote emotional and physical well-being. Natural scents each have mood-enhancing effects, which can contribute to spiritual healing. This practice, also known as the divine gift of fragrance, is known to have healing properties, dispel negative spirits and transport to other dimensions.

Modern-day aromatherapy can have the same effects. For example, MAC utilised the effectiveness of scent in their pop-up to launch a new collection, ‘Botanic Panic’. Orchestrated scent cues were added to the customer journey via hidden Jo Malone scented fuse beads to captivate the customer and provide a more sensual experience. The importance of scent within retail, more specifically beauty retail, is nothing to be sniffed at. A smell can not only develop brand affinity but can also create a welcoming and comforting environment, increasing the quality and quantity of time spent in a store.

[Image Credit: MAC, Design4Retail]

Crystal Connection

Crystals aren’t just used for decorative purposes; they also possess healing properties. You may have seen tools such as Gua Sha becoming increasingly popular, but this isn’t a coincidence. Used in ancient dynasties, consumers now are seeking the same benefits these crystals provided women thousands of years ago, as consumers are becoming more in touch with mystical and spiritual practices.

Due to this, we are finding that shoppers are attracted to the aesthetic that comes with crystals as well as the precious stones themselves. Utilising crystals in beauty campaigns and retail designs, as Mystic Shoes did, can present your brand as one that promotes mysticism, which consumers are now seeking more and more. We believe that spaces should provoke emotional connection, personally relating to the consumer to the brand and leaving them with a memorable experience, which can be achieved through mystic beauty.

Featured in the centre of Mystic Shoes’ store is an asymmetric crystal light which, through it’s reflections, created a psychedelic environment allowing customers to unlocking new dimensions and further connect with the products.

[Image Credit: Melissa Shoes]

Celestial Aesthetic

In a world filled with stress and challenges, the celestial aesthetic offers an escape into the unknown and a sense of wonder. It allows people to disconnect from the mundane and immerse themselves in something vast and mysterious. Pop culture and scientific advancement have also played a significant role in popularising celestial aesthetics with movies and series such as Interstellar and Cosmos, as well as the development of space travel. This exposure has led to a greater interest in space-related themes. Nostalgia can also play a role in the popularity of an aesthetic, and, for some, celestial aesthetics hark back to the fascination and wonder they experienced as children.

Chinese beauty brand TBe, has leveraged this aesthetic in the packing of their beauty blender launch campaign, ‘Blending Star and Moon’. The design features photorealistic and graphic interpretations of the moon, galaxy and constellations in a simple yet luxurious approach.

[Image Credit: TBe]

Where to start?

If you’re a beauty brand looking to navigate the world of mysticism but not sure where to start, we can help. Whether you’re looking for a full mystic store design takeover, a celestial pop-up shop, or subtle nods to the trend through packaging design or a marketing campaign, knowing which approach suits your brand is paramount. Our Insight and Strategy team work with our clients, delving into the brand’s truths, their customer profiles, the wider retail market and where the brand sits as well as competitors to ensure the we provide our clients with a unique perspective on the future of retail.

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