Westlab, the UK's no.1 bath salt brand, has launched its new 'Dissolve Your Day Away' campaign, spotlighting the latest addition to its expansive product range – the magnesium-infused Wellbeing Collection. With this campaign, Westlab is taking the bath-time experience to the next level, promoting the health and wellbeing benefits of magnesium as a vital ingredient for self-care routines.
Targeting the ever-growing wellness market, the campaign aims to elevate the concept of bathing, positioning it not just as a moment of relaxation, but as a scientifically-proven wellness ritual. By highlighting the therapeutic benefits of magnesium such as muscle relaxation, stress reduction, and improved sleep, Westlab is encouraging consumers to rethink their self-care habits and embrace bathing as an essential daily practice for overall mental and physical recovery. The goal is to establish magnesium bath salts as a must-have for individuals seeking a mindful reset from the demands of modern life.
For the first time, Westlab is launching a fully integrated Out-of-Home (OOH) campaign to elevate the ‘Dissolve Your Day Away’ initiative and maximise brand visibility. With over 6.5 million impressions expected, this OOH campaign will target high traffic city centres, including London, Liverpool, Manchester, Birmingham, Leeds, Sheffield, Brighton and Southampton. By strategically placing the campaign in premium locations such as London Waterloo and Euston train stations, Westlab aims to connect with consumers during peak times, delivering a powerful message of self-care and relaxation through striking visuals. This initiative will create an emotional bond with consumers, highlighting the benefits of magnesium therapy in key urban environments.
In addition to the OOH initiative, the campaign will span across key digital, social and influencer platforms to ensure that Westlab’s message reaches audiences across all touchpoints. With an estimated 17 million impressions, this multi-channel approach will reinforce brand awareness and drive engagement. By fostering a cohesive narrative across various media, Westlab aims to build meaningful connections with its target audience, inviting them to incorporate magnesium-rich bath salts into their wellness routine for lasting mental and physical benefits.
As part of the campaign and in another first for the brand, Westlab is also delighted to partner with Champneys, offering customers a chance to win a luxury spa break every week. To enter, customers can purchase a participating Westlab Wellbeing bath salt pack, scan the QR code and submit their details online. The weekly winners will enjoy a rejuvenating overnight stay for two at one of Champneys prestigious locations with full access to the spa, gym, pools and relaxation areas. The prize also includes a dinner, bed and breakfast package, as well as a complimentary treatment of their choice from Champney’s luxury treatment menu.
For those not selected for the grand prize, all entrants will receive a 25% discount on a Champneys overnight stay and the chance to win a luxurious Westlab Wellbeing hamper.
With the wellness sector booming and the demand for functional self-care products on the rise, Westlab’s ‘Dissolve the Day Away’ campaign positions the brand at the forefront of the market, appealing to both retailers and consumers looking for high-quality, results-driven bath products.
Katie Blythe, Marketing Director at Westlab said “With our new ‘Dissolve Your Day Away’ campaign, Westlab is excited to launch our first fully integrated initiative of this kind, bringing the therapeutic benefits of magnesium to a wide audience. This campaign is not just about elevating the bath-time experience; it’s also a way to give back to our loyal consumers who have supported Westlab over the years. We’re inviting them to make time for self-care that truly restores, with our Wellbeing Collection at the heart of this essential wellness ritual.”
Isabelle Redman, Marketing Campaigns & Communication Manager at Champneys said “We’re thrilled to partner with Westlab on this campaign, as our brands align so well in promoting a holistic approach to wellness. Both Champneys and Westlab are dedicated to helping people prioritise self-care and relaxation, making this partnership a natural fit. Through this campaign, we’re offering customers a chance to extend their wellness journey beyond the bath and experience the luxurious rejuvenation of a Champneys spa break.”
About the Wellbeing Collection:
Westlab’s hand-crafted wellbeing collection is made from 100% pure, natural magnesium-rich mineral salts, carefully blended with mood-boosting neuroscents, essential oils, and organic plant extracts. The collection includes three signature blends — BALANCE, RELAX, and the newly launched DEEP SLEEP — each designed to support everyday health and wellbeing.
BALANCE: A specially crafted blend for women navigating life stages such as puberty, pregnancy, and menopause. Infused with magnesium, jasmine, and orange blossom neuroscents, this blend helps balance hormones, soothe muscle aches, and bring equilibrium to the skin.
RELAX: Designed to help individuals unwind and find inner peace. This blend features magnesium chloride, dead sea salt and white Himalayan salt infused with Chamomile and Bergamot, creating a calming neuroscent scientifically proven to reset the mind.
New for October 2024 - DEEP SLEEP: Newly launched for October 2024, the DEEP SLEEP Bath Salts combine magnesium with Lavender and Cedarwood neuroscents to promote relaxation and improve sleep quality. Perfect for anyone seeking a more restful night.
Westlab’s wellbeing collection is a luxurious yet accessible option for self-care, offering 100% natural, vegan, and cruelty-free bath salts, responsibly sourced and blended with premium plant extracts. Celebrity fans, including Molly-Mae, Rachel Stevens, and Madonna, have already embraced Westlab’s luxurious, mineral-rich products.
How to Enter the ‘Dissolve the Day Away’ Giveaway:
- Purchase a promotional pack of Westlab bath salts.
- Scan the QR code on the packaging.
- Enter your personal details and the last four digits of the barcode on the microsite.
- Submit to be entered into the weekly prize draw.
On pack promotion runs from 7th October – 31st December
https://westlabsalts.co.uk/
