New York Times carries an interesting piece on the effects of
positive psychology by Ellen Langer.
Langer has carried out several experiments on aging people and has
written many books propounding that biological changes can be manipulated with
appropriate counselling. Jeffrey Rediger, a psychiatrist at Harvard’s McLean
Hospital, commented on Langer’s conclusion: “ … health and illness are much
more rooted in our minds and in our hearts and how we experience ourselves in
the world than our models even begin to understand.”
In this context, the anti-aging skin formulations being
propagated by cosmetics manufacturers is quite relevant.
We have been advising our customers of herbal natural anti-aging
formulations that the “aging” factor should not weigh so much on their mind that
could lower their self-esteem. The aging signs should not be viewed with any negativity. It is the sense of having healthy bright skin that should outweigh
the negative marketing campaigns of many top beauty brands for their unverifiable
anti-aging products. Added to this is the almost round the clock appearance of glamorous
models all over the TV commercials which tend to create rather unhealthy thought
process with regard to physical aging. It is needless to highlight the fact
that cosmetic players can convert all these manipulated thoughts into higher
sales growth!
While advocating application of herbal natural anti-aging
products, we have been trying to induce positive feelings among our customers about
the benefits to their skin by the use of especially selected organic ingredients,
combined with right kind of essential oils. Unlike the harsh chemical agents in
many successfully marketed products, the natural ingredients have proven their
efficacy and safety over centuries. Happily,
we have noted that this line of raising awareness among our customers has created
many positive signals. The customers
using our anti-aging formulations develop a better feel-good-factor, and their
continuing to use our products reflects their mature thinking about the whole
aging business. Their self-esteem goes high when they remain unaffected from the
manipulative commercials.
We might also draw attention to the immense benefits that are
derived by the aromatic effect which the essential oils in our anti-aging
products produce. These are included in
our products to create the right kind of fragrance appealing to mind, thereby
affecting the body - these essential oils have many curative properties, and
are essential for any effective formulation.
Thus, while the effect of the promotional campaign on TV and
media of the commonly marketed pharma-based anti-aging products, aimed at
manipulating the purchasing habit of potential customers, does not last long
(and therefore these have to keep repeating frequently), the right awareness itself of the harmful
risks to the skin due to harsh chemicals and the immense benefits of natural
products to the overall health, and to the skin in particular, can last longer
and encourage the thoughts and feelings about the aging process to more
enlightened and healthy level.
As a matter of fact, everybody needs to understand the
interplay of mental and physical activity. Manipulating thoughts can indeed
lead to desired types of physical activities. Ellen Langer’s theory is
effective in many aspects, including in the beauty care campaigns. As she
observed: “If people could learn to be mindful and always perceive the choices
available to them, they would fulfill their potential and improve their health.”
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