Tapping into the consumer trend for self-improvement, British beauty and lifestyle brand Neom Organics is launching a series of Wellbeing Schools at its standalone UK stores. From July 1, consumers can attend a free Sleep School, Energy School, De-Stress School or Happiness School at its Leeds, Chelsea and Wimbledon branches.
During each class, sales assistants – known as Neomologists – offer a 30-minute consultation to identify each consumer’s ‘wellbeing needs’ before providing personalised suggestions and advice. The Sleep School, for instance, will reveal simple steps they can take to improve their slumber, such as changes to an evening routine, or products that could help. Meanwhile, in the De-Stress School, participants are shown relaxing facial massage techniques. Participants also receive a free e-book containing tips for boosting their wellbeing.
Sales assistants are trained by Neom founder Nicola Elliot on the benefits of scent for boosting mood and wellbeing. In a similar project in 2015, the company stated that at least 80% of participants experienced improvements in each of the four programmes. Customers can book into one of the schools by calling to make an appointment or, if sales assistants are available, by dropping into a store.
The project highlights how brands can cater to the consumer desire for self-optimisation tied to a sense of wellbeing, by acting as enablers. For more on providing ways for consumers to upskill themselves, see The Luxury Academia Playbook: Optimise, Accelerate & Enrich in Re-Engineering Exclusivity. For more on how brands can help consumers improve their wellness, see The Supportive Sell.