Brands Boost Beauty Sleep
As stressed-out consumers continue their quest for that elusive eight hours’ sleep, beauty and wellbeing brands are launching a slew of interactive sleep products and initiatives.
- UK-based mindful meditation app Calm has launched its first physical product, a 100% essential oil Sleep Mist blended from lavender, frankincense, chamomile and clary sage. Designed to create a relaxing, sleep-inducing environment, the pillow spray’s launch is accompanied by a new “sleep story” narrated by British actor and presenter Stephen Fry.
Available as a free download, Blue Gold is set within the lavender fields of Provence in southern France and is the latest addition to Calm’s “aromatherapy meets audiotherapy” online fiction portfolio. For more on smarter sleep and how designers are encouraging rest through lifestyle devices, see Product Rhythms.
- British beauty and lifestyle brand Neom Organics is due to kick off a month of sleep-related activity, culminating in the #NeomBigSleep event on September 28. In a bid to help consumers improve their sleep routines, the Neom website will feature blog posts and advice from brand founder Nicola Elliott and Neom’s Wellbeing Board, as well as opportunities to book free Sleep School consultations in-store. Tapping into the growing consumer trend for self-improvement, Neom recently launched a series of Wellbeing Schools to help participants identify their personal wellness needs. For more on how brands are enabling consumers to be their best selves, see The Supportive Sell.
Neom will also launch its 3 Step Sleep Programme – a gift box containing a Tranquility Candle, Pillow Mist and Hand Balm from its Scent to Sleep range.
- Swiss cosmetics manufacturer Givaudan has announced DreamScentz, an innovative new technology that uses scent to optimise sleep quality. Though details are scarce as yet, the patent-pending tech was created by the science and technology team at Givaudan’s UK Sensory Centre of Excellence, whose research explores the relationship between fragrance, emotions and behaviour via neuroscience and sensory science.
For more on the transformative power of sleep, see Beauty 360.