Sanctuary Spa is advocating improving everyday self-care for women. It’s part of the UK body, skincare and wellness brand’s largest ever brand marketing campaign that launches today (6 September) across primetime TV networks.
Called ‘This Counts’, it builds on Sanctuary Spa’s “heritage of understanding women, their lives and their challenges”. The new campaign is born out of its own national survey. This reveals that while 94% of UK women have felt the benefits of taking time out for themselves, 61% on average, are only managing to achieve a little over 17 minutes a day of self-care.
Of those surveyed, 84% predict this won’t change in the next six months and 15% believe this amount of time will actually decline. When asked how much time they’d ideally like, the average was 51 minutes and 9 seconds a day.
So Sanctuary Spa is recommending ’25-a-Day’, 25 minutes of self-care across the day. The new campaign highlights how self-care doesn’t have to be about unachievable yoga poses or forever out-of-reach, long weekend health retreats. “It’s about attainable moments of joy that anyone can experience throughout their day. Simple acts and moments of self-care”.
The 30-second advert will be viewed across major TV networks including ITV, ITV Digital, Channel 4 and Sky. Best-selling Sanctuary products underpin the campaign to offer spa grade care and self-care time including Salt Scrub, Body Butter, Shower Oil and the recently-launched Sleep Mist.
Directed by AJ Colomb and produced by independent film studio Caviar London, the film features “four spirited, relatable women representing different life stages”.
The campaign will be further supported by OOH, display, digital video and social media advertising running through until the end of the year and beyond. It’s accompanied by a film “that seeks to take the guilt out of the way we approach self-care and… addresses an ongoing national self-care gap for women”.
Jacqueline Burchell, Global Marketing and Product Development director for Sanctuary Spa, said: “We wanted to make self-care more achievable. It is the simplest thing you can do to look after yourself and we wanted to show that you can fill that self-care gap without putting more pressure on yourself, with unattainable goals.”
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