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Early this morning, while strolling with Louis (our rescued Spanish galgo), I noticed a grand delivery of flowers arriving at Van Cleef & Arpels on Avenida da Liberdade. The sheer abundance of blooms captivated me to the point where I couldn't help but pause and watch the entire transaction unfold.
What does this have to do with starting a wellness journey? Everything. Through their beauty and fragrance, flowers can have a powerful effect on the brain promoting mental and emotional wellness. And, when you live in the centre of a city, with tuk-tuk's darting, fire engines screaming, and tourists flooding the streets - you can’t help but reflect when seeing flowers in such a large dose. Flowers thrive without strategic plans, and according their schedule of growth, they glow with unmatched vitality considering inside each stem is a silent factory.
For years, I've wrestled with the demands of daily life while trying to keep well. From existing on a menu of Cheerios and tomato soup at university, to eating a high protein diet but failing to embrace any form of exercise. Fast forward to being an Editor and Freelance Writer working in the marketing industry - things become particularly challenging. Where the average tenure of a Chief Marketing Officer (CMO) is often less than two years, the constant pressure to deliver results and stay ahead in a competitive landscape makes it exceptionally difficult to prioritise personal wellness. Yet, discovering the balance between duty and well-being is more vital than ever.
Staying hydrated, managing weight, getting enough sleep, and running your own business or keeping tabs on your team, not to mention carving out quality family time - the basics alone are hard enough. And that’s all before even thinking about exercise. Everywhere you turn, there are fad diets and YouTubers pushing the latest trends. Campaigns like ASICS' 15-minute workout highlight the stress of trying to fit it all in. So, I began to wonder. We want to take care of ourselves, but where did commercialised wellness come from?
I started the search for a wellness journey with two juxtaposing ideas in mind: it shouldn't mirror a weight loss YouTube channel—but ought to be relatable enough for others to take inspiration if they so desired. In other words, I’m not necessarily looking to join a gym, but I don't want to solely rely on #dogwalksforweightloss. If that is, indeed, even a thing.
What is Wellness?
The Global Wellness Institute defines wellness as the active pursuit of activities, choices and lifestyles that lead to a state of holistic (or overarching) health. And, according to Pfizer, Wellness is the act of practicing healthy habits on a daily basis to attain better physical and mental health outcomes, so that instead of just surviving, you’re thriving.
And, the concept of wellness has deep historical roots, stretching back to ancient civilisations. Ancient Greece, in particular, revered physical fitness, believing a strong, healthy body was essential for mental wellbeing. The development of gymnasiums around 2500-200 B.C. laid the foundation for modern fitness centres, emphasising holistic body and mind development. (Psychology Today) (Maison 21G).
In the early 20th century, significant advancements were made in nutritional science. Japanese scientist Umetaro Suzuki isolated the first vitamin complex in 1910, and by 1912, Polish biochemist Casimir Funk had coined the term "vitamine," marking a pivotal shift in our understanding of nutrition. (Verywell Mind).The wellness movement gained momentum in 1976 with Dr. Bill Hettler’s wellness wheel concept, which emphasised balancing various aspects of life to achieve overall wellbeing. (Maison 21G) (Moodo).
In modern times, social media platforms like Instagram and TikTok have popularised wellness like never before. Influencers, or "scent-fluencers," share feel-good factors from perfect perfumes, highlighting how one can even smell like an aesthetic.
Why is Wellness Important?
Wellness is more than the absence of disease. It is the blend of a person's physical, mental, emotional, and social health. Linked to happiness and life satisfaction, wellness is how you feel about yourself and your life.
But why does it matter? Wellness matters because it:
- Adds years to life
- Promotes healthy behaviours in adults and children
- Improves recovery from illness
To understand our health and wellbeing, we can look to the biopsychosocial model. This model examines how biological, psychological, and social factors influence our wellness. It shows the interconnectedness of these elements and underscores the need to maintain wellness in every part of our lives.
We are all biological beings. We have a certain level of physical health. Some live with long-term conditions like diabetes or chronic pain. Our biology includes any genetic predispositions to mental or physical health issues. But that is not the whole story. We are also psychological beings. This includes how we cope, our self-esteem, and the adverse experiences we have endured. Lastly, we exist in a social system. Our family situations, relationships at school, work, and in our community all play a part.
The connection between these three factors explains our current state of health and wellbeing. It also provides a framework for what we can do to enhance our wellness.
What is a Wellness Brand Strategy?
Wellness brands are leveraging influencer marketing to reach broader audiences and create more personal connections with consumers than ever before. Think fandom and the loyalty it engenders. Influencers, with their dedicated followings, serve as trusted voices that can introduce and endorse wellness products in a relatable way. They share personal stories, routines, and testimonials, making wellness trends more accessible and appealing. This is evident in the rise of products like Athletic Greens and Waterdrop, which have gained popularity through influencer endorsements and user-generated content.
Athletic Greens is a prime example of a wellness product that has successfully utilised influencer marketing. By partnering with health and fitness influencers, the brand has been able to demonstrate the benefits of its nutrient-rich greens powder through authentic and relatable content.
Influencers share their personal experiences with the product, often highlighting improvements in energy levels, digestion, and overall wellbeing which resonates with their followers.
Waterdrop, a brand focused on enhancing hydration, has similarly tapped into influencer marketing. Post-marathon hydration strategies featuring Waterdrop products are commonly shared by fitness influencers, showcasing how these compact, flavoured hydration tablets help replenish electrolytes and enhance recovery.
The Role of Influencers in Modern Wellness Marketing
Influencers on platforms like Instagram and TikTok are crucial in disseminating wellness information and trends. By sharing their personal routines, successes, and challenges, they create a narrative that followers can relate to and aspire to.
This method is particularly effective because it combines visual appeal with personal testimony, making the wellness journey seem attainable and desirable.
Scent-Fluencers and Aromatherapy Trends The concept of "scent-fluencers" is another fascinating development in wellness marketing. Influencers dedicated to aromatherapy and fragrances share the mental and emotional benefits of various scents, from stress reduction to mood enhancement.
By showcasing products like essential oils and diffusers, these influencers help normalise and popularise the use of aromatherapy in daily wellness routines.
My Six Month Wellness Plan
Over the next six months, I will focus on seven steps to ensure I'm at my best in terms of wellness by 2025. This involves making adjustments to my diet, hydration levels, and implementing a healthy exercise regime, with a growth-oriented mindset rather than solely aiming for goals.
Here are the seven steps I'll be taking:
- Adopting a Growth Mindset - Not judging my wellness by the scales alone
- Romanticising My Wellness Journey - Adding aesthetic and creative touches to make the process enjoyable
- Choosing Wellness Era Scents - Selecting signature perfumes to symbolise and enhance my wellness journey
- Prioritising Protein and High Volume, Low-Calorie Foods - Ensuring a balanced diet with nutrient-dense foods
- Focusing on Hydration and Sleep - Tracking water intake and aiming for 7-8 hours of quality sleep each night
- Implementing Glucose Hacks - Incorporating strategies to maintain stable blood sugar levels
- Committing to Consistency - Maintaining wellness habits regardless of daily motivation, supported by positive self-talk.
Wellness Starter Kit and Apps
From no-carb to low-fat, pescatarian to vegetarian, it’s safe to say I’ve tried a plethora of fads, diets and meal plans. It’s proven that dieting doesn’t work. So now it’s time to keep things simple with a calorie deficit and exercise.
To stay organised, inspired and accountable, I’ll be using the most successful calorie counter app for losing weight without dieting, YAZIO.
And, excited to share that readers of THE GOODS get a 7-week free trial + 50% off on YAZIO's 12-month PRO membership by signing up here!
I explored FitnessPal and the option of keeping a spreadsheet, but YAZIO really has everything you could need in one place. In addition to a beautiful in-app space to track calories, hydration and exercise, it also syncs with my Apple Watch and I think for what you get with the paid-version, it’s super affordable. All the while keeping me on top of my macros, helping me to plan ahead and make smarter choices.
Right now my focus is on building up consistency with my elliptical, but I’ve also downloaded the Nike Run App for future possibilities.
Here is my wellness journey starter kit:
- Apple Watch
- Elliptical Machine
- YAZIO App
- Stanley Quencher Flowstate™ Tumbler, 1.18L
My Wellness SMART Goal and Statement
Specific
- Lose 20kg (44 lbs)
- Drink 2 litres of water daily
- Exercise for 45 minutes daily
Measurable
- Track weight loss progress weekly
- Log daily calories and water intake using YAZIO app
- Record exercise duration and type on my Apple Watch and in YAZIO app
Achievable
- Break down the 20kg weight loss into smaller, monthly goals (approximately 3.3kg or 7.3 lbs per month)
Relevant
- Align these actions with overall health and wellness goals
- Choose exercise routines and hydration habits that fit into your daily lifestyle
- Ensure meals and exercise plans support the long-term goal of weight loss
Time-bound
- Commit to this plan for six months
- Evaluate progress at the end of each month and adjust as necessary
SMART Goal Statement
Over the next 6 months, I aim to be significantly closer to losing 20kg (44 lbs) by drinking 2 litres of water daily and exercising for 45 minutes every day. I will track my weight loss progress weekly, log my daily water intake, and record my exercise routines to ensure consistent and measurable progress.
Implementation Plan
Daily Routine:
- Morning: Start with a bottle of water and a 45-minute elliptical work out.
- Afternoon: Ensure at least 1 litre of water is consumed by midday.
- Evening: Complete the remaining water intake and finish with a 15-minute walk
Weekly Check-ins:
- Weigh myself every Sunday morning.
- Review my exercise log and water intake records.
- Adjust my routine as needed to stay on track with my goals.
Monthly Reviews:
- Evaluate overall progress at the end of each month.
- Make dietary adjustments to ensure continuous weight loss.
- Celebrate milestones to stay motivated.
I’ll be journaling additional aspects of my wellness journey over on Instagram @kelcie.gene so come say hi, keep me accountable and keep in touch!
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