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?
People who suffer from sleep apnea – a sleep disorder characterised by abnormal pauses in breathing – now have a new device that could help them get a better night’s sleep. Japanese scientists have developed a teddy bear shaped pillow (called Jukusi-kun) that monitors a person’s frequency of breath and blood oxygen levels. The bear then wakes them up with a “paw move” to correct their sleeping position.
Garnier has decided to take advantage of the Spanish victory in the football World Cup to promote its new deodorant Garnier Mineral. They have created an online Mexican wave in an attempt to break the world record. Spanish internet users have been asked to extend the wave over 48 hours (the same hours the deodorant gives you protection). They have to record themselves doing the wave and upload the video to www.haz-la-ola.es. By taking part they are in with the chance of winning a trip to Haiti.