DraftFcb

Healthcare (90)

Enter the mom cave

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?

Escape
Well Being
Healthcare
United States
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed

Related articles

Moisturiser with extracts of probiotics

Garnier Bodylotion Intensive for 7 Days is a new product in the Garnier bodylotion range. The new ingredient, extracts of probiotics, intensively hydrates very dry skin.

Austria
Create
Well Being
Healthcare
 
More than a bosom buddy

The Department of Health of Chile launched a new breast cancer prevention campaign named “Por amor a las tetas” (For the love of boobs).


The idea’s originality isn’t based on the campaign’s name; it’s on its target. The online and TV campaigns are targeted to men, not women – the usual target. Using the claim “if we like them so much we have to take care of them”, the idea is to make men aware of breast cancer and ultimately encourage their other halves to do preventative tests. 
 

Conscious
Well Being
Healthcare
Spain