Post Covid-19, people prioritize active, outdoor-based lifestyles and enjoy the benefits of nature immersion, from forest bathing (shinrin-yoku)*, awe walks (practicing mindfulness while hiking) to water immersion exploring their Blue Mind*.

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*According to Google Trends, searches related to forest bathing grew by more than 300% worldwide in 2020.

 

Nature offers a proven cure for reducing stress and increasing happiness and positive attitudes.

Contact and connectedness with natural environment are key for human well-being and also have consequences for environmental behaviour.

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After the 'Green' and 'Clean' waves, it is time for 'Blue Beauty' to go mainstream! 

Founder of the movement, Jeannie Jarnot explains, 'A lot of people associated blue with ocean-friendly. And that is a part of it, but there’s more to it. Blue Beauty brands are making sure their products are safe for the environment – which includes being ocean safe as well as sustainably sourced, minimising carbon footprint etc. – but are also looking at ways their practices are contributing back to and having a net positive effect on the environment.'

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Brands will have to focus on creating a conscious symbiosis between consumers and environment by embedding positively nature and plant features to enhance physical and mental well-being.

So even if you live far away from a forest or ocean, don't worry, Nature is coming to you through new ways. 

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*Blue Mind: thanks to water, mildly meditative state characterized by calm, peacefulness, unity, and a sense of general happiness and satisfaction with life and the moment”