Enter the mom cave
The ‘mental health regime’ is the newest thing in the pursuit of a healthy lifestyle. In line with this, women are transforming spaces in their homes to create sanctuaries or areas to call their own, often referred to as ‘Mom Caves.’ The contents and designs of the room vary; the only requirement is that they reflect `mom’s hobbies, interests and create a comforting cocoon.
Why it matters
Moms are used to making sacrifices for their families. It goes with the territory. But, they are also learning that to be selfless sometimes you need to be a little bit selfish. Buying products specifically to create these special hideaways speaks to an emerging attitude: moms want not only to express themselves, but are also taking the time (and money) to put themselves first. Will we see a change in health and beauty brands communications to women that acknowledge the mom cave attitude?
Elidor/Sunsilk has worked with seven professional hair experts to launch a series of new hair care ranges.
Each hair “issue“ variant links to an "expert” with the relevant specialist hair knowledge. For example,
Dr Francesca Fusco, a New York dermatologist, co-created “hairfall” a hair loss variant for the brand.
In order to raise awareness of the symptoms, seriousness and the treatability of depression, Portuguese authorities have organised paint mobs in five cities. People will be invited to paint a wall where some of the symptoms are written. The campaign comes with a website named ‘Saia do Escuro’ (Come Out of the Dark) that offers information about depression.