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The 'Me-Covery': Saatchi & Saatchi Wellness and Time Inc.'s Health Brand Reveal Historic Shift in Female Consumer Behavior
Date:2/1/2011

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  • 64% are buying prescription medication (up 16 points from 2009) and 48% are buying more vitamins (up 27 points).

  • "The 'Me-Covery' indicates a new consumer era has begun and at its core is how people treat themselves," said Ned Russell, managing director of Saatchi & Saatchi Wellness. "Unlike one year ago, when in the grip of the Great Recession consumers defined their own wellness mostly in terms related to economic security, today they're defining wellness through lifestyle choices that have them feeling and looking better. We're seeing a pronounced lifestyle shift that we believe will have longevity."

    Emotionally, women are also seeking a healthier balance:

    • Nearly half of those surveyed are buying more hair-care (47%), skin-care (45%) and oral-care products (51%) to enable them to look good despite life's pressures, and regard "value for money" and "product quality" as the key brand characteristics that influence their purchases.
    • With 52% of the respondents committed to having more fun, 35% are now considering a vacation and 24% are using products to enhance their sex lives (up 17 points since 2009).

    "The 'Me-Covery' is about women taking matters into their own hands and becoming self-empowered to make real changes in the way they live. They're not only being healthier physically, but are living with a healthier, more positive attitude," said Johanna Skilling, Chief Strategy Officer at Saatchi & Saatchi Wellness. "Marketers, in turn, should re-examine the way they are talking to and engaging women during this important and exciting time for female consumers."  

    "We hear so much about the impact of the economy on consumer behavior and attitudes, and these survey findings are consistent with what we heard from Health readers in focus groups," said Dave Watt, Publisher of Health. "This partnership with Saatchi & Saatchi Wellness ena
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    SOURCE Saatchi & Saatchi Wellness
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