Sanctuary Spa
Agency Credit: Southpaw
Self-Care products are often presented as anxiety-inducing rituals, rules and Insta-grammable before and afters. Following this cultural shift away from perfectionist self-care, our research unlocked the insight ‘my self-care is none of your business”. This became the campaign narrative and end line, effectively hitting UK cinemas in 2023, speaking to women who were ready to not follow the Self-Care rule book.
