Sectors that deal with curing, enhancing, and improving the human existence are in demand. All for the better body, mind & soul. Quality of life at all ages. Products and services from medical, pharmaceutical, nutritional, fitness, sports, wellbeing, and beauty categories are merging and overlapping. Natural vs chemical. Therapeutic vs invasive. Traditional vs radical. All options are there, but so is the grey area, where reality crosses to fantasy or pure deception. Our point of view is basic: the offer needs to make sense, and the promise needs to be fulfilled — objectively. Otherwise, the brand future in the category is short-lived.