Objective
Glow Lab is a New Zealand icon that struggled to cut through in Australia. Its mission, helping people find more ‘me-time’, needed a new spin to stand out from every other brand promising the same.
Insight
You don’t need to invent a new ritual. Reframe the shower everyone already takes as the moment of mindfulness they’ve been looking for.
Idea
The Glow Lab Dark Shower: dim the bathroom lights and enjoy a moment of mindfulness in the shower. Jules Robinson and psychologist Dr Rebecca Ray, backed by detailed research, shared the ultimate Dark Shower guide, amplified through influencer content, a media launch event, and owned and paid films.
How it earned attention.
Campaign in market right now
Live
Results still rolling in, sales already moving
TBC
