Sanctuary Spa addresses the self-care gap

UK – Recognising that conventional notions of self-care can be unrealistic for busy lifestyles, the personal care brand’s latest campaign empowers people to seek micro-moments of time for themselves. The campaign, This Counts, features women taking self-care into their own hands. Produced by creative agency Southpaw, it challenges unattainable wellness ideals to instead recognise the importance of small moments of joy such as dancing in the kitchen or spending time in the garden.

Here, Sanctuary Spa is reframing expectations about wellbeing to communicate the message that self-care should be about small, simple acts that can be weaved into people’s everyday lives. ‘By piggybacking on the ubiquitous ‘five-a-day’ programme, we are helping women chunk down what can seem like an unachievable task into simple and realistic goals, that will subsequently form new habits,’ says Niki Macartney, strategy director at Southpaw.

In this way, the campaign reflects the behaviours we explore throughout Synchronised Care, as consumers increasingly reject the commodification of self-care and instead seek to embed care into routines as part of their holistic health.