In a survey conducted by Sanctuary Spa, 88% of UK women said that they felt brands put too much pressure on them to be perfect women and 80% said that they don't feel good enough. Almost half of those surveyed said that they felt moderately or extremely stressed and as many as four in ten females feel that they are about to 'burnout'.
In response, the brand has launched its biggest ever marketing campaign, teaming up with communications agency Southpaw to create two moving short films. Titled #LetGo, the campaign aims to help women learn to relax and let little things go.
Jacqui Burchell, Global Marketing and Product Development Director at Sanctuary Spa, said at the campaign's launch: "We want to challenge the perception that busyness equals success. We're on a single-minded mission to get women to relax and let go."
The brand has also recruited life strategist, Jenni Trent-Hughes, who said: "Sanctuary approached me a while back and I said 'I have got to be a part of this'. This is what it's all about for me – getting people, and particularly women, to relax and enjoy themselves more." She added that the "never-ending to-do list" was one of the biggest sources of stress for many women, despite the fact that they tick off an average of more than 26 tasks on it each day.
Sanctuary Spa is encouraging female consumers to relax with simple tips such as using commuting time as "me time" and spending 30 minutes with their smartphones switched off each day.
The clips are being shared on YouTube and across social media using the hashtag #LetGo.
Top five pressures for female consumers:
Balancing everything at once 36%
Being interesting 33%
Being intelligent 32%
Having the perfect body 30%
Having the perfect home 29%
