5 E R A C H T L A E 3 STRATEGIES 02 R H E M U S N O N CTO SHAKE REFINED N I O I T N E V AESTHETIC N K COTHINGS UP A E R O B Where consumer health brands W T typically relegate the look and feel O H to the functional task of supporting information communication, these brands make it their raison d’être. They draw inspiration from the worlds of art, beauty and home décor. Calm, precise and in control, they exude taste and refinement: these are products to display proudly on a shelf, not hide away in the medicine cabinet. After all, good health is a thing of beauty. Calm, precise and in control, these brands exude taste and refinement. Brands that sit within this territory include La Roche-Posay, clean make-up brand Caliray and health brands returning the compliment and taking inspiration from the beauty space (e.g. Fewe, a period wellness brand that would be at ease on the duty-free perfume counter).