Lush introduces Poetry Pharmacy in HK with sleeping menu

Ahead of the International Sleep Day, British cosmetic retailer Lush has brought the Poetry Pharmacy to Hong Kong, together with the launch of the "sleeping menu".

This comes after a social media post ignited an immediate craze for Lush's deep sleep magnesium massage bar last October. Within just two days, the bars sold out both in stores and online across Hong Kong and Macau, achieving sales figures more than six times higher than the previous year, according to Lush. 

The launch is also based on the results of a survey conducted by The Chinese University of Hong Kong, which showed nearly 70% of residents have experienced insomnia in the past six months. The survey also revealed that 25% of respondents indicated that insomnia has affected their daily lives. Additionally, a report from the Hong Kong Mental Health Foundation released last March showed that over half of local respondents had experienced symptoms of insomnia, with some suffering from it at least twice a week, significantly impacting their mental and emotional wellbeing.

Lush recognises the pressures people face in the fast-paced lifestyle and the influence of social media. In response, Lush introduced the Poetry Pharmacy in Hong Kong and unveiled the sleeping menu, offering unique poetic prescriptions and recommending products infused with delightful fragrances and nourishing ingredients, helping everyone nurture their spirit and rediscover the joys of sweet sleep.

As part of the collaboration, Lush focuses on sleep and has specially selected 10 poetry prescriptions related to themes such as sleeping, insomnia, social media detox, mindfulness, and courage pills. These poetic prescriptions help alleviate the burdens of everyday life. To deal with situations that require a combination of remedies, a special first aid kit has been designed for sleep containing three poetry prescriptions to help people wind down before bed, making it easier to drift into the magical dreamland.

Lush discussed the recommended usage methods with Deborah Alma, the founder of Poetry Pharmacy, and created the “Insomnia” poetry bottle.

In addition, Lush recommended a pre-bedtime routine that combines the brand’s products with poetry ingredients, such as taking a hot bath with magnesium soak, using the magnesium massage bar to massage the body, applying twilight body spray on the pillow, and poetry products come at the last.

From 14 March until 13 April, the Poetry Pharmacy’s “sleeping menu” will be available at the Causeway Bay Great George Street Store in Hong Kong and the Senado Square store in Macau. Customers are invited to visit and choose a poetry prescription that suits their current mood, immersing themselves in the wonderful sleep experience brought by scents and reading.

“I hope everyone can press the pause button on their busy lives, take a moment to calm their minds and reflect on what they truly need. This approach can be just as effective as taking sleeping pills," said Deborah Alma, founder of Poetry Pharmacy.

MARKETING-INTERACTIVE has reached out to Lush for more information.

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