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GLOW LAB | The DARK SHOWER
We moved Aussies to try a simple showering trick to boost their mental health for Glow Lab
The challenge
Glow Lab is a New Zealand icon, but has struggled to cut through in Australia. Their mission as a brand – to help people find more ‘me-time’ – needed a new spin to stand out from the other brands promising the same.
The idea
We created a viral shower trend: the Glow Lab Dark Shower, where Australians would dim the lights in their bathroom and enjoy a moment of mindfulness in the shower.
Jules Robinson and expert Dr. Rebecca Ray, alongside detailed research, shared the ultimate Dark Shower guide, sharing why this ritual is needed, how it works, and how it can transform everyday showers into restorative, feel-good moments.
Supported by influencers, paid media, and a range of organic content, this campaign is still in market, but already making a difference to Glow Lab’s sales.
Jules Robinson and expert Dr. Rebecca Ray, alongside detailed research, shared the ultimate Dark Shower guide, sharing why this ritual is needed, how it works, and how it can transform everyday showers into restorative, feel-good moments.
Supported by influencers, paid media, and a range of organic content, this campaign is still in market, but already making a difference to Glow Lab’s sales.
The Results
Our Happy Hour events drew 574 attendees, featured 80 creator and talent posts, and led to 37 press hits. Off the back of our campaign, Nespresso saw a spike of 10,000 website visits and a 99% increase in iced coffee sales.
Featured work & Media