Making showering in the dark the must-try self-care trend
Glow Lab
Dark Shower
We launched the idea of a Dark Shower: where Australians dim the lights in their bathroom and enjoy a moment of mindfulness. Reframing the daily shower as a self-care ritual let us highlight how Glow Lab products can create moments of calm and clarity.
The idea was amplified through influencer content, a media launch event, owned and paid films, and expert research, making the Dark Shower the must-try self-care trend.