Mind. Body. Soul.

Now, more than ever, consumers are increasingly recognizing the need to take care of themselves whether that be how they exercise, what they eat, what treats they buy and so on. According to research carried out with over 7,500 consumers in six countries by the international business consultant McKinsey, 79% of the respondents said they believe that wellness is important, and 42% consider it a top priority. In fact, consumers in every market that was researched, reported a substantial increase in the prioritization of wellness over the past two to three years.

This trend is reflected in the offerings that brands are making available to their customers and that has resulted in a vast array of exciting and new products to promote health, fitness, relaxation, healthy eating, improved sleep and overall wellbeing.

Committed as our business is, to keep up with the market and adapt to new consumer trends, Dufry has developed a new retail concept known as “Life Elevated”. Created to meet the increasing consumer interest in purchasing healthier and more sustainable products, the “shop-in-shop”concept stores will offer a range of nutritious, energy-focused foods for health conscious customers, alongside sustainable products for a better environment, and many relaxing products that help promote a sense of wellbeing.

At the beginning of September in Amman, Jordan, Dufry officially unveiled its first Mind. Body. Soul. shop-in-shop concept store which provides a defined a destination area for consumers to easily shop products aimed at enhancing well-being. Similar stores are now set to be opened in other Dufry locations in Brazil, Cambodia and Indonesia.

Products and themes
Products from a broad spectrum of categories and brands are displayed under four different themes: Stay Healthy, Relax, Feel Better and Travel Comfort. The majority of the product selection is made up of locally sourced brands, but it also includes products from existing global brands, as well as new and innovative brands that meet the expectation of consumers in terms of their sustainability or wellness credentials.

• Feel Better – Under this subcategory we offer customers a wide range of new brands with organic and botanical ranges of skincare, body care and cosmetics to choose from.
  
  
• Stay Healthy – Here, customers can find products such as healthy and locally sourced food products, through to hydration bottles from Chilly´s, Fitbit activity bands, or smart watches.
  
  
• Travel Comfort – this offer includes Skincare travel sets, as well as travel comfort products such as pillows, earphones, power banks, portable massagers and adaptors.
  
  
• Relax – This subcategory is more focused on the sensory experience and includes candles and scents from international brands such as Rituals or Aqua di Parma – as well as Skincare and Wellness gift packs from innovative brands such as Long-Haul Spa or De-stress which are targeted for use in-flight and while travelling to promote relaxation and well-being.

Store design

If the product assortment is an important element of this new retail concept, so too is the shopping environment. The minimalist design of the Mind. Body. Soul. space, with walls and furniture in a calming white color and simple shapes, and the use of sustainable materials and plants, reinforces the idea of sustainability and wellbeing and helps to convey this concept more strongly through the consumer's perception of the space itself. A kind of oasis of relaxation, aimed at improving the travel experience of our customers.

The inauguration of the concept in Amman was supported with a comprehensive set of online and in-store communication initiatives, including e-mailing campaigns to Red By Dufry members, a herbal tea bar at the entrance of the store and a Zen Garden.