We moved Aussies to try a simple showering trick to boost their mental health for Glow Lab

F1 Driver, Valtteri Bottas wearing a turquoise Uber Carshare outfit, standing in front of a branded car in suburban Australia for the Uber Carshare campaign.

GLOW LAB
THE DARK SHOWER

Glow Lab wanted to help people find more ‘me-time’, but they needed a new spin to stand out from the other brands promising the same.

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.

Two women in pastel pink and blue Glow Lab robes smiling into a mirror at the Dark Shower spa, with the Glow Lab logo reflected in glass.
A woman washing her shoulder under deep pink lighting in a stone-tiled shower, with Glow Lab body care bottles softly lit in the niche.
A full-frame image of a woman embracing a rainfall shower, surrounded by vertical white tiles and bathed in Glow Lab’s signature dark pink hue.
Valtteri Bottas posing confidently on the hood of a turquoise Uber Carshare ute, surrounded by humorous social media comments praising the campaign, including a standout reaction from Lewis Hamilton: ‘Actually in tears, this is so good bro.’

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