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Brief Published: 7 Sep 2020

Pop Star Elevates Music Merch with At-Home Self-Care

Kacey Musgrave's Shooting Star Bomb

US country music star Kacey Musgraves has launched a Covid-19 quarantine-friendly self-care kit inspired by her 2018 hit single Lonely Weekend.

Elevating the usual ‘band tee’-style music merchandise category, the Lonely Weekend Self Care Kit contains a 500-piece puzzle, tie-dye T-shirt set, slogan socks and yellow logo bath bomb. Fizzing into a psychedelic rainbow of colour upon contact with water, the Shooting Star bomb is also scented with calming bergamot and sea salt.

The kit shrewdly taps into several of this year’s biggest consumer quarantine trends: US games company Ravensburger reported a 370% surge in puzzle sales in April 2020, (CNBC, 2020), and searches for tie-dye kits have risen by 318% on Etsy over the last three months, (Etsy, 2020) – see Covid-19: Creativity in Quarantine for more. Meanwhile, bathing rituals are striking a chord with beauty consumers, who are simultaneously battling stuck-at-home lockdown boredom and coronavirus-related anxiety – see Covid-19: The Beauty Sleep Opportunity and Bodycare Projections 2020.

While the limited-edition kit is no longer available, all items are now sold individually on Musgraves’ web store, joining another cult beauty product, the Slow Burns scented candle. Featuring notes of black pepper, guaiac wood, raspberry and smoked papyrus, the collaboration with edgy US lifestyle brand Boy Smells first launched in February with a wait list of 15,000, and sold out within 24 hours, reports Refinery29.

For more on the Covid-19-fuelled boom in DIY at-home beauty and self-care rituals among younger consumers, see Keeping Up With Gen Z Beauty.

Kacey Musgrave's Lonely Weekend Self Care Kit
Kacey Musgrave
Kacey Musgrave's Shooting Star Bomb