Fashion And Beauty Brands Are Using Mental Health To Connect With ‘The Anxious Generation’

If you live in New York or Los Angeles, this year, you might have come across a massive ad on the side of a building that read, “How Are You, Really?” Or, perhaps you strolled into a Saks Fifth Avenue flagship to find a mindfulness installation replete with a meditation booth. Suddenly, it feels like The Brands are very concerned with our mental health — and, well, it’s nice, but it’s not just out of the goodness of their hearts. With increasing frequency, brands and retailers have been eager to cash in on the $4.2 trillion global wellness industry, including those that had previously never really strayed from their roots in fashion and beauty, like Saks and Sephora. But now that the market is flooded with adaptogens, CBD products, bath salts, essential oils, fitness tools and the like, what’s next? Lately, brands and retailers, particularly those targeting Gen Z and Millennials, are beginning to go a step further than wellness by addressing a topic that was previously relegated to doctors and therapists: mental health. Read more at Fashionista.