Glow Lab launches new earned campaign targeting burn out, via Poem

Bodycare challenger brand Glow Lab has launched its latest earned creative campaign via Poem, encouraging Aussies to switch off and free themselves from overstimulation with a new self-care ritual.

The campaign was informed by consumer behaviour data (commissioned by Glow Lab) which found that a majority of Australians (55%) feel overwhelmed and 67% struggle to fully switch off and relax. 44% of Australians describe themselves as overstimulated or burnt out, and only 42% find even 10 minutes to spend alone without digital distractions.

For 30% of Australians, the shower is the only solitary moment in a typical day — free from screens and everything else. In order to connect to consumers culturally, Glow Lab wanted to lean into this, while challenging what is commonly a boring routine.