This Counts by British body, skincare and wellness brand Sanctuary Spa is a self-care campaign that encourages women to invest 25 minutes a day in themselves. The campaign aims to take the guilt out of self-care and address the national self-care gap in response to survey results that identified: 61% of women, on average, are only managing to achieve 17 minutes and seven seconds per day of self-care. This number compares with the more than 50 minutes that women report they would actually desire per day.
The brand is urging women to make the most of a 25-a-Day, or 25 minutes of self-care per day, by making the most of attainable moments of joy and simple actions. The campaign depicts a wide range of women, including a work-a-holic in her 20s, a mother in her mid-30s and a women in her 50s.
Key Themes Behind This Trend
- Self-care Campaigns
- Self-Care campaigns addressing the self-care gap experienced by women present an opportunity for wellness brands to develop products and services that support a daily 25 minutes of self-care.
- Attainable Moments of Joy
- Attainable moments of joy present an opportunity for businesses to develop products and services that encourage self-care activities that can be incorporated into daily routines.
- Personalized Self-care
- Personalized self-care presents an opportunity for businesses to tailor products and services that support individual self-care needs and preferences.
Where This Applies
- Wellness
- The wellness industry presents an opportunity to develop self-care products and services that support women in their daily 25 minutes of self-care.
- Beauty
- The beauty industry presents an opportunity to develop self-care products and services that address the self-care gap experienced by women.
- Tech
- The tech industry presents an opportunity to develop personalized self-care products and services using data analytics to tailor to individual needs.
