LONDON — The wellness boom has meant that brands are swapping cocktails for clean energy drinks and parties for sound bath sessions.
Now Selina Cockell, a former fashion publicist at Alexander McQueen, Karla Otto and Axel Arigato, and Kelly Marks, a marketing expert turned fitness instructor, have founded The Wellness Concierge, a London-based boutique agency that aims to connect brands to the mindfulness movement.
“There was a gap that needed to be bridged between brands and their consumers. There’s no real in-house strategies that are prioritizing consumer well-being — beauty brands are driving it forward, but not as a whole,” Marks said in an interview with Cockell.
The duo have spent a few weeks in Los Angeles observing the slow wellness culture and want to emulate a similar wavelength in the U.K. by partnering with fashion and consumer brands.
“In London, events and brands are very much focused on fitness that target mostly mental and physical health without going deeper,” Cockell said.
Alongside offering traditional consultancy, The Wellness Concierge will curate wellness events centered around journaling, manifestation sessions and yoga classes.
Cockell and Marks have been approached by PR agencies in London to run events for luxury clients as community building exercises.
“The overriding mission for brands to sell authentically has become about growing a community with the ethos and culture of the brand as opposed to just products,” Marks explained.
“The Wellness Concierge is not just limited to members of the press, but it’s for consumers. We’re creating events that merge the two rather than separating them which adds to a brand’s identity and value,” Cockell said.
