In the spring of 2020, many of the soil went out from under their feet, everything was canceled, and life paused. Someone immediately went into the usual track at remote work, someone rushed to open a business, the rest tried to remain calm by all available means. Culinary experiments, online training, facial massage, meditation - everyone has chosen activities that have recently been postponed for later.
To find peace of mind, some of us have started downloading dozens of guided meditation programs. Daniil Kosinsky, co-founder of the Praktika app, explains: “Stress is the body’s response to novelty. When the first restrictive measures began and a self-isolation regime was introduced, for many, the usual way of life changed. We began to be more alone with ourselves, anxiety grew - all conditions were created to start meditating."
Meditation is not a minute hype. It was used as a therapy 50 years ago: the patients of the medical department of the University of Massachusetts dealt with chronic pain in this way. And in 2018, scientists at New York University proved that even for beginners, meditation improves attention, memory, mood and helps to better cope with stress. Daniil Kosinsky notes that mindfulness practices are a great tool to find support, look at problems from the outside and give yourself a little pause. Now more than ever we need to pay more attention to the mental state and take short breaks. “Modern life is very fragmented, intense and full of stress. We constantly switch attention from one to another, over time it becomes difficult to focus on one thing, - explains Kosinsky.- the practice of mindfulness helps to come into a focused state. And you don't even need to go anywhere - just find a comfortable place and take a few minutes for yourself."
You don't have to preach Buddhism or download a playlist of Tibetan chants to start meditating. It is enough to monitor your breathing for a couple of minutes or try to gradually relax each part of the body. This practice will help you fall asleep faster and calm your anxious mind. Meditation can even be a walk or brushing your teeth, the main thing is to focus on the process and try to notice interesting things around, and not act automatically. For daily short meditations, the Practice, Oak, or Insight Timer apps are suitable.
We began to take more care of the condition of the skin of the face and body. Buying a jade gouache massage scraper in the spring was a real quest - sold out in all online stores. People desperately wanted to try everything that would replace their planned trip to the beautician. And why not combine watching the series with self-massage of the face, and working at the computer with an acid peeling mask? Regular beauty rituals are soothing and even enhance cognitive performance and focus. If we add 15 minutes of self-care to our daily schedule, we will feel more emotionally stable.
In addition, the demand for personalized cosmetics has grown. Instead of spending time on the road to the beautician, you can use artificial intelligence that selects a serum for skin problems. Like, for example, the Openface brand, a startup that launched shortly before the spring lockdown. “During the pandemic, the demand for our products increased,” says Kristina Farberova, co-founder of Openface, “three factors played a role. First, cosmetics are an emotional purchase. And if they used less lipstick in self-isolation, then the cream or serum helped create the necessary feeling of self-care. Secondly, a factor has appeared that affects the condition of the skin - the need to use medical masks. A warm, humid environment provokes inflammation, for which the term “maskne” has even appeared. And the third point is stress and anxiety,which caused metabolic disorders and an immune response. Acne, eczema, rosacea and psoriasis intensified, itching and rashes appeared."
Christina explains the rapid growth of the trend for personalization by the fact that people want to use the most suitable means for them. Science has proven that different nationalities are characterized by a different structure and physiology of the epidermis: Asian skin has a weak barrier function, Africans have enlarged pores and increased secretion, and Europeans have light and pigmented skin. Already now, taking these parameters into account makes care more effective.
Global brands are not lagging behind. For example, Shiseido launched its Optune service in Japan, which is available only by individual subscription. Users upload selfies to the application, and artificial intelligence analyzes data on the condition of the skin and sends a signal to a device that mixes different components (customers receive a smart car along with a subscription). You can even add information about mood, menstrual cycle, humidity and temperature in your area to the app - all of which will be taken into account to create the perfect formula. L'Oreal plans to launch Perso, an in-house device for skincare and makeup. The algorithms will be based not only on personal preference, but also on the analysis of the state of the skin and the environment. It all sounds greatbut many are still intimidated by the transfer and storage of personal data. Kristina Farberova explained that in fact, data scientists are not at all interested in photos with enlarged pores and acne, they only see algorithms and data sets.
The beauty sphere quickly adapts to the changing reality. Soon we won't even have to leave the house to find the right care: the smart mirror will provide comprehensive advice on the condition of the skin, and it will be possible to mix a suitable serum with a couple of taps on the smartphone screen.
Fitness app downloads grew 47% year-over-year, according to Sensor Tower, a mobile app marketing data company. If earlier it was possible to make excuses that discipline certainly needed the atmosphere of a gym or a personal trainer, then it became more difficult in self-isolation mode with excuses.
Resourceful fitness club owners immediately launched home fitness programs - YouTube videos and real-time group workouts via Zoom. People were actively downloading the Nike Training Club or Down Dog, a yoga program that allows you to completely customize your activity, from the music selection to the body part you want to focus on. Many people liked the format of home workouts so much that they are in no hurry to renew their subscription to the fitness club: this greatly saves time and money. Perhaps soon, personalized online classes will completely replace the need to go to the studio. Companies are rapidly catching up on the trend of the future - for example, the Zwift Run app offers to participate in virtual races with other users and even choose a landscape to run.
We have become more thoughtful about nutrition and are interested in how the processes in the body are related to our well-being. DNA tests are becoming more and more popular, which help to choose an individual diet with micro- and macronutrients. In Moscow, such testing with subsequent nutritional recommendations can be passed, for example, at the Atlas clinic, and the Novosibirsk company MyGenetics is also involved in genetic research. In self-isolation, the delivery of food from the nearby McDonald's was replaced by personally selected rations. So, the Elementaree dish constructor is now very popular among millennials, and Solo Food in the more premium segment.
Mental health comes to the fore: psychological communities around the world have noted an increase in referrals in 2020. Psychologist Galina Nesterova explained that when the usual life collapses, the importance of inner support grows. An adaptive person finds new meanings, changes strategies, looks for resources for their implementation. But if the mental state is not in order, then it can be difficult to cope. “The pandemic has raised new fears,” Nesterova said. - Anxiety for their health and the state of loved ones, a situation of uncertainty and the inability to make plans, loss of control over life, emotional burnout due to remote work, limited social contacts and the fear that anyone could be a carrier of the virus. The psychologist also notes that the test was the forced presence in a confined space,which leads to conflicts with loved ones: we began to notice things in our partner that previously seemed insignificant, but now began to annoy.
Mental health, like physical health, makes our life prosperous. Therefore, along with regular checks of the body, Nesterova recommends listening to yourself, finding internal conflicts and contacting a psychologist in time, without waiting for a critical situation. Then we will be better prepared for any external test.
2020 taught us a lot. How important it is sometimes to stop participating in the endless race and just be alone with yourself. The fact that it is not a shame to ask for help if you really need it. The most important thing is self-love. The main thing remains - to understand that it is not necessary to wait for global external changes in order to find inner harmony with yourself.>