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?
Nivea are currently using in-game advertising within a social community for girls (goSupermodel.com) to promote their NIVEA Visage Young range. In the game, players get a ‘virtual pimple’ which they can get rid of by using a NIVEA product.
The first digital hospital in Turkey is pushing boundaries in the health sector. 3D hologram nurses welcome isitors and issue each patient with a digital card, which means that misdiagnosis and incorrect treatment are reduced. Important documents can be quickly and easily sent to other hospitals. Moreover, cameras record x-rays and the like so that the images can be seen via the Internet, democratising diagnosis.