Sanctuary Spa Serves Up Lessons in Mental Health, Wellness – WWD

WELLNESS WARRIORS: In an extra signal that boundaries between well being and sweetness are blurring, Britain’s Sanctuary Spa is ready to unveil its largest marketing campaign, selling a psychological wellness message slightly than a product one.

Sanctuary Spa has tapped medical psychologist Dr. Julie Smith, who focuses on sharing snappy psychological well being and motivational movies on TikTok and different social media platforms. She’s suggested Sanctuary on the marketing campaign, which asks girls to put aside 25 minutes a day to do one thing they love, or discover fulfilling, and also will suggest self care solutions within the coming weeks and months.

The marketing campaign “This Counts” launches on Sept. 6 and features a TV advert exhibiting girls dancing, gardening, baking or consuming from a jar of chocolate unfold. Outside print and social media exercise will run till no less than the tip of the yr.

Sanctuary creates a large-scale marketing campaign each 4 to 5 years and Jacqueline Burchell, world advertising and marketing and product growth director for Sanctuary Spa, mentioned the model needed to grab this specific second of post-lockdown transition to telegraph its message of empowerment.

“As we slowly come out of COVID-19, we felt it was the fitting time for us to proceed speaking about self care,” mentioned Burchell, including that on-line gross sales of spa, tub and remedy merchandise had accomplished “phenomenally effectively” throughout lockdown as had reward packs, which individuals have been sending to household and associates when bodily shops have been shut.

Sanctuary, a division of PZ Cussons, considered one of Britain’s largest magnificence firms, got here up with the thought after polling 2,000 girls aged 18 to 65 throughout the U.Okay. earlier this yr. The examine discovered that almost all of these girls have been spending a mean of 17 minutes and seven seconds a day on self care. As well as, among the girls surveyed feared they might have even much less time to themselves within the subsequent months as day by day work and household routines return to “regular.”

Devised by the artistic communications company Southpaw, the advertisements are supposed to separate guilt from pleasure and provides girls permission to care for themselves, even when it’s in a sequence of five-minute spurts every day.

Smith mentioned: “Train, see associates, set time to relaxation, and for meditation and leisure. They don’t take away your issues, or make the world a special place, however one thing so simple as being surrounded in nature or listening to highly effective music can take us from inexplicable unhappiness to emotions of awe and calm.”

Sanctuary mentioned that its key stockists, together with Amazon, Boots, Superdrug and Sainsbury’s, shall be supporting the marketing campaign throughout in-store, on-line and social media.

There shall be imagery at level of sale, banners and video content material with the #ThisCounts marketing campaign messaging. Advertisements are additionally set to seem on the London Underground. | Sanctuary Spa Serves Up Classes in Psychological Well being, Wellness – WWD


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