Self-care has moved beyond a trend, evolving into a $10 billion industry. It’s a movement sweeping the nation, and everyone from consumers to brands are jumping on board quickly. It has also presented a world of new PR tactics and opportunities – here’s what we’re seeing in terms of how brands are capitalizing on the movement and how the media are covering it:

Everyone is talking about it: Consumers can’t get enough, so naturally, news outlets are covering it from every angle. There’s a huge opportunity for media coverage through the self-care lens. We’ve seen PR tactics like product round-ups, launch coverage like this Shape piece about our client Dermstore’s self-care “PTO” (Pamper Time, Obviously!) kit, and a countless number of how-to articles. New outlets completely dedicated to self-care are even being created, like the Girls’ Night In, a newsletter that gives women ideas on what they can do during a night (or day, or even weekend!) of self-care. Celebrities are also on board, and proud to show their routines. We’ve seen a lot of coverage featuring celebrities’ self-care secrets, like in the piece here

Brands are adapting: Brands are also recognizing the opportunity, and customizing offerings specific to these consumers – with deals such as two months free of Skillshare for GNI subscribers. Other PR tactics are developing completely curated product offerings that fit the self-care category – like Dermstore’s PTO kit, Lululemon’s new line, and the Pinch Provisions Self Care Package – or, positioning products in a tactful new way to appeal to consumers looking for self-care product suggestions, like Hypervolt and Headspace. This also means changes in the way brands talk to consumers. There’s no longer guilt in putting yourself first or indulging in a glass of wine if it means recharging your battery. As a result, there are more products and services dedicated to improving mental health. This could have an impact on financial considerations. Consumers who wouldn’t typically spend $100 on a skincare product or invest in a meditation app subscription may now be categorizing those purchases as necessities…instead of splurges (guilty!) 

Practicing self-care is all about the journey, not the destination. And for PR professionals, all signs point to the fact that consumers are in for the long haul. That means we’ll likely continue to see brands in all categories leverage PR Tactics to take advantage of the self-care trend to engage with consumers in a new way, especially on social media.

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