The WELLGlossary #26

Blues. Baby blues. Wellness blues?

As Britannica defines “Blues songs are lyrical rather than narrative; blues singers are expressing feelings rather than telling stories. The emotion expressed is generally one of sadness or?melancholy…”. It is all about the feelings and emotions. And about sadness over various issues, persons, situations.

Hormonal changes affect mothers after giving birth. Many experience the so called ‘baby blues’ phenomenon which is a form of postpartum depression. This depression is temporary and mild in nature in most cases.

What does blues of any form have anything to do with wellness?

Almost everything we do have some sort of impact on our wellness. Some more, some less. Wellness experiences, programmes and treatments are specifically designed to create these impacts. Most of these impacts are short-lived, some last longer. Transformative experiences may even result in permanent changes!

Many wellness experiences would qualify as immersive journeys. The journey is dotted with sensations which are perceived by the costumers just like being on a roller-coaster. There are highs and there are lows. The highs may leave an emotional and/or sensory mark and initiate intense hormonal reactions. So do the lows.

Wellness blues happens when these positive and happy and hormonal reactions fade. Customers become sad and mildly depressed. They miss the emotional boost and the sensation. They may start to plan the next visit or session right away.

Wellness, hospitality, spa, leisure and recreational institutions can create such sensation via:

·?????? Design and atmosphere: breathtaking locations, stunning natural setting, state-of-the-art interior design, etc.

·?????? Treatments and programming: personalised treatments and programming, luxury product and technology for treatments, etc.

·?????? Personal interaction: and connecting with therapists, trainers, gurus

·?????? Brand association: destinations, facilities visited and/or products used (e.g. 24 carat gold used for body treatment)

·?????? Social connection: connecting with others, e.g. family, friends or likeminded retreat participants

·?????? Intellectual gain: learning something new, or improving skills, etc.

The real impact of such high intensity sensation is realised the day after. Emotional (and hormonal) highs are not sustainable and often followed by emotional (and hormonal) lows.

Wellness sessions or trips can make everyday life appear rather banal. Or just wellness blues kicks in? Many guests start to have a quest for the very same experience that had given such highs. Some find it again, most may not. Circumstantial characteristics influence experience creation, delivery as well as perception, i.e. it is very difficult to create the same sensation repeatedly.

Friends and family may find the post-purchase reactions and behaviour of the wellness consumer unexpected. They would assume that wellness sessions or trips make their loved one happier, balanced, and relaxed. Instead, when wellness blues kicks in, they observe mild depression and melancholy. And they do not understand!

Applying the experience design approach, or visiting the Experience Gym as we like to call it can orchestrate a journey that does provide memorable experiences but limits the risk of wellness blues. And no, dopamine fasting is not the solution.

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