# Female-Focused Self-Care Campaigns This Counts by Sanctuary Spa Takes the Guilt Out of Self-Care By Laura McQuarrie | Published 2021-09-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/self-care-campaign References: [prnewswire](https://www.prnewswire.co.uk/news-releases/sanctuary-spa-launches-this-counts-a-brand-campaign-addressing-the-national-self-care-gap-807138633.html) & [youtube](https://www.youtube.com/watch?v=uodEDEiiC6k&feature=youtu.be) This Counts by British body, [skincare and wellness brand](https://www.trendhunter.com/trends/sensual-self-kit) [Sanctuary Spa](https://www.trendhunter.com/trends/scent-sanctuary) is a [self-care campaign](https://www.trendhunter.com/trends/structured-wellness-program) 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 37% | Activity: 92% | Freshness: 10% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### 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. ## Related on Trend Hunter - [Skincare Well-Being Campaigns](https://www.trendhunter.com/trends/selfcare-awareness-day.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Afternoon Break-Encouraging Campaigns](https://www.trendhunter.com/trends/halfday-iced-teas.md) - [Foggy Self-Care Billboards](https://www.trendhunter.com/trends/windows-of-selfcare.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Empowering Self-Care Pizza Ads](https://www.trendhunter.com/trends/food-women-selfcare-pizza.md) - [Short Self-Care Playlists](https://www.trendhunter.com/trends/minutes-for-self-care.md) - [Self-Care Reminder Candles](https://www.trendhunter.com/trends/me-time-candle.md) - [Self-Care-Focused Bundles](https://www.trendhunter.com/trends/mothers-day-selfcare-bundle.md)