# Sleepy Wellness Sleep-related brands pivot their marketing to emphasize wellness. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 10, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sleepy-wellness ## Key Figures - Trend score: 6.0/10 - Evidence articles: 5 ## What is the Sleepy Wellness trend? **Sleepy Wellness:** Brands within the sleep industry, such as nap popups, matress developers, and sleepwear retailers are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing industries of experience and self care. ## The consumer insight behind the Sleepy Wellness trend Employing campaigns that cater to busy professionals and offer relaxation-focused escapist experiences, brands within the sleep space are rebranding as wellness experts. This shift in tactics allows for the sleep industry to remain relevant to the contemporary values and branding that draw in modern consumers. ## At a Glance - Evidence: 5 featured examples - Articles from: May 9, 2017 to Dec 7, 2018 - Published: Dec 10, 2018 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Sleepy Wellness trend ### Sleep Wellness Branding Sleep-related brands are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing industries of experience and self care. ### Experiential Marketing for Sleep The Nap Station and Siesta & Go function as excellent examples of how brands can create better experiential marketing tactics such as Pop-Up Napping Stations and All-Day Nap Bars to engage with targeted consumers. ### Interactive Sleep Retail Experience Interactive and immersive displays in brand flagship stores and pop-ups like The Casper Sleep Shop and Lunya's 'The Bedroom' encourage visitors to feel, touch and experience sleep-related products within a cozy environment that evokes the comforts of home ## What the Sleepy Wellness trend means for industry ### For Wellness Industry By emphasizing the value of sleep, the sleep wellness branding trend provides opportunities for businesses in the wellness and self care industry to pivot their marketing strategies toward relaxation and personal wellness. ### For Experiential Marketing Industry Businesses in the experiential marketing industry can create targeted marketing campaigns for stressed and overworked consumers through the creative use of Pop-Up Napping Stations and All-Day Nap Bars. ### For Retail Industry The Interactive Sleep Retail Experience trend creates opportunities for brands to offer an immersive and interactive shopping experience through pop-ups and flagship stores such as The Casper Sleep Shop and Lunya's 'The Bedroom'. ## Workshop question How could your business better rebrand to suit the expectations of the modern consumer? ## Trend signals for Sleepy Wellness Trend score 6.0 out of 10, from popularity 88%, activity 85%, freshness 8%. - Popularity: 88% - Activity: 85% - Freshness: 8% ## Examples of the Sleepy Wellness trend 5 featured examples from May 9, 2017 to Dec 7, 2018. - [All-Day Nap Bars](https://www.trendhunter.com/trends/siesta-and-go): 'Siesta & Go' Rents Beds and Rooms for Catching Up on Sleep (Category: Lifestyle) Implication: The hospitality industry can explore the creation of nap bar spaces within hotels or other accommodations, offering guests a unique and revitalizing experience. - [Sleep Wellness Retail Experiences](https://www.trendhunter.com/trends/sleep-shop): Casper Opens a New Sleep Shop on Toronto's Queen Street (Category: Lifestyle) Implication: Innovations in sleep products industry can include designing and showcasing products that prioritize comfort, support, and promote good sleep habits. - [Pop-Up Napping Stations](https://www.trendhunter.com/trends/the-nap-station): The Nap Station Was an Interactive Marketing Tactic by the Brand eve (Category: Marketing) Implication: Innovating sleeping solutions for better comfort and support. - [Interactive Luxury Sleepwear Retail](https://www.trendhunter.com/trends/bunyas-the-bedroom): Lunya's 'The Bedroom' Opened in Santa Monica (Category: Business) Implication: The luxury sleepwear industry can explore the potential of interactive retail spaces and wellness activations to redefine the sleepwear shopping experience and differentiate thems… - [Canadian Mattress Brand Flagships](https://www.trendhunter.com/trends/the-casper-sleep-shop): The Casper Sleep Shop is the First of Its Kind in Canada (Category: Art & Design) Implication: The mattress retail industry should innovate its physical spaces and move towards more interactive retail experiences to bring the traditionally offline, high-cost sales process o… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)