UK – This Works is promoting the bedroom as a sanctuary of relaxation and intimacy with a range of self-care products that promote sensual touch.
Created as an antidote to digital connectivity, the products and supporting campaign for its Love Sleep range encourage people to switch off in order to turn on, focusing on self-care in relation to skin-to-skin touch and sensual exploration.
Recognising that both men and women experience deeper sleep after sexual intimacy, This Works has introduced a collection of products including a pillow spray, a seduction candle and a roll-on balm to encourage relaxation, created with ingredients such as ylang ylang and patchouli. As part of This Works’ campaign to promote the Love Sleep range, it undertook a national survey, and found that more than half of Britons admit that a device – whether it be a smartphone or tv screen – is the last thing they see before they close their eyes at night, yet the same number would like to enjoy more sex than they now have.
As we uncover in our interview with artist Lucy McRae, there is growing space to encourage touch between humans, in light of the pleassurable oxytocin hormone that's released in such moments.