New Beauty Launches Tackle Sleep Deprivation
As global consumers experience heightened anxiety and stress due to the disruption of Covid-19, sleep patterns and healthy bedtime routines are suffering. With only 11% of Brits regularly sleeping soundly through the night (The French Bedroom Company, 2020), more beauty and wellbeing brands are specialising in sleep sprays and marketing the immunity-boosting benefits of shut-eye.
Rooted in aromatherapy, British bodycare brand Olverum’s new Restful Sleep Pillow Mist is designed to improve the quality and consistency of sleep, strengthening the immune system. The unique formulation works in four stages, mirroring the night-time sleep cycle and supporting an easy and restful transition into deep sleep.
Bergamot and lavender oil decrease tension and disturbance in muscle activity and brain waves. Geranium oil works as a natural sedative, creating a relaxed effect. Amyris oil targets the ‘slow wave’ stages of sleep, allowing the body to restore itself for daytime energy.
“A good night’s rest has a significant impact on our mood and mental wellbeing,” says Lisa Artis, lead adviser of UK sleep health charity The Sleep Council. “While that won’t stop the virus, our immune systems become suppressed when we are sleep deprived.” This points to marketing opportunities for wellness brands.
Similarly, British skin and healthcare brand Oto’s new 20% CBD Pillow Mist enhances deep sleep. The product harnesses the power of cannabidiol to tackle insomnia and anxiety, with consumer trials revealing 87% felt an improvement in their slumber. Additional ingredients lavender and Roman chamomile assist with relaxation, resulting in improved energy and concentration.
Consumers now recognise the value of a good night’s sleep more than ever, offering brands exciting opportunities to cater to this demand. For more on how wellness brands can flourish in this category during the pandemic, see Covid-19: The Beauty Sleep Opportunity and The Sensorial Beauty Moment.