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I love that term. But I can take no credit for it. Me-Covery is actually marketing-speak. It’s a term coined by well-known marketing firm, Saatchi & Saatchi, to describe how consumers are now looking for ways to take care of themselves (a recovery of self), especially following the financial and emotional hardships caused by our Great Recession.

Indeed, as overworked, overburdened, overstressed women, doesn’t a little ME-covery sound perfect just about… now?

What does Saatchi & Saatchi mean by Me-Covery behavior? Here’s the full scoop, but essentially it is meant to show a trend where many women today are looking to:


  • Buy healthier foods. More organic & high quality foods
  • Consume LESS fast food
  • Work out more, on their own, through online programs, videos and gaming systems
  • Buy more vitamins and they are seeing their doctors more regularly
  • Buy more skincare and hair-care products
  • Plan to have more fun. That means vacations and getaways but also bedroom toys!

It is said that growth and change can only really be achieved as the outcome of difficult experiences. This economic crisis, though painful, has indeed brought us a whole new level of awareness, a definite realization that apparently we don’t need all that “stuff” and that things like our health are much more important… And that the little treats of a new workout DVD or $20 volumizing mousse can reintroduce just the right amount of yumminess in our daily routine, just enough to keep us going as we await the – economic – recovery.

We are smart consumers, always weary of being sold to under the pretext of a new trend or market segmentation, but personally, I love the term Me-Covery enough to feel like promoting the idea. If this appellation is all about making positive changes to look and feel better by eating better, getting active, primping up and having fun then… that’s a trend worth spreading the word about. Especially if merchants and service providers are looking to provide well-priced solutions to accommodate us.

Me-Covery? Bring it on!

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