SANCTUARY SPA
REFRAMING SELF-CARE
FROM A 'GUILTY PLEASURE' TO A 'PLEASURABLE NECESSITY'
- BEHAVIOUR CHANGE
- FEMALE AUDIENCE
- INTEGRATED CAMPAIGN
THE CHALLENGE
In a world where consumers are resetting their behaviours and rethinking what they want their future to look like, Sanctuary Spa are seizing the opportunity to create a new self-care movement. This will help them move from being a brand all about gifting to a brand that’s used everyday ‘for me’.
THE UNFAIR ADVANTAGE
The combined smarts of our self-care survey, neuro-mapping and behavioural science gave us the impetus to take a bold move:
We shined a light on self-care and reframed how women look at it; instead of seeing it as a ‘guilty pleasure’ we wanted them to think of it as a ‘pleasurable necessity’. We employed behavioural science interventions like piggybacking, chunking, authority bias and the humour effect to ensure we embedded this new behaviour change in culture.
THE SOLUTION
A poignant and playful look at what self-care really is: the #THISCOUNTS campaign highlights how self-care doesn’t have to be about unachievable yoga poses and instagrammable health retreats - it’s about simple attainable moments of joy that anyone can experience.
The campaign message ‘PART OF YOUR 25 A DAY’ introduces a new normal that recommends 25 minutes of self-care every day. Using humour to disrupt the sector norms, and authority bias to reinforce action.
Share
SANCTUARY SPA: THIS COUNTS
REFRAMING SELF-CARE: In a world where consumers are resetting their behaviours and rethinking what they want their future to look like, Sanctuary Spa are seizing the opportunity to create a new self-care movement.
