To overcome anxiety, how can brands seize the trend of relaxation and win the hearts of consumers?

This article introduces in detail the relaxation atmosphere that is popular nowadays, and gives several solutions to help brands conduct relaxation marketing. It is recommended for friends who are interested in brand marketing to read and watch.

Where there is anxiety, there is relaxation. In modern society, anxiety has become a demon that troubles people. As the pressure of life and work continues to accumulate, people begin to seek relaxation, eager to escape from reality and put themselves in a relaxed and comfortable state.

This year, more and more people are practicing the "20-minute park effect." This means that spending 20 minutes in a park can significantly reduce stress and anxiety. This brief contact with nature allows people to withdraw from their busy work and life, enjoy a quiet time, and gain inner peace and relaxation.

Recently, the popularity of the TV series "My Altay" has made people yearn for relaxation again. Through the stories and life attitudes of the characters in the play, the audience can feel a life state away from the hustle and bustle of the city and returning to the true nature of nature.

In addition, the way the drama shoots natural scenery and the unhurried pace also convey an atmosphere of relaxation and enjoying the present moment.

With the popularity of the concept of "relaxation", it has become a very hot topic in the past two years.

According to Qiangua data, from January to May 2023, the total number of note interactions related to "sense of relaxation" has exceeded 10 million. The number of views on the topic of relaxation has now exceeded 1 billion.

Content under tags such as "Relaxing Outfits", "Relaxing Makeup", and "Relaxing Home" on Xiaohongshu is very popular, and the amount of interaction shared by users is huge, showing the influence of this trend in different areas of life.

In the consumer field, sales of home products with the theme of "relaxation" such as "cream style" home furnishings on e-commerce platforms increased by more than 1,000% year-on-year. According to data from the Forward-looking Industry Research Institute, the scale of China's fragrance market is expected to exceed 53.9 billion yuan by 2028.

These products are favored by young consumers aged 25 to 35 in first- and second-tier cities, showing the popularity of "relaxation" in home design.

The sense of relaxation is the modern people's desire for relaxation and a comfortable life. As a state of life, it has actually existed for a long time, but its expression is different in different eras.

01 Relaxation, from minimalism to slow life

Slack is not a new concept. Its historical origins can be traced back to the thoughts of ancient philosophers. The "Tao follows nature" advocated by Lao Tzu, the "free and easy life" pursued by Zhuangzi, and the simple life advocated by Western philosopher Epicureanism are all early manifestations of a sense of relaxation.

These thinkers advocated adapting to nature, inner freedom, and pursuing a simple and pure state of life, which is similar to the sense of relaxation pursued in modern times.

The modern sense of relaxation should perhaps start with Thoreau's Walden. In Walden, published in 1854, Henry David Thoreau recorded in detail his two years of living alone on the shores of Walden Pond. However, when "Walden" was first published, the response was lukewarm and it did not cause much of a stir.

However, by the mid-20th century, with the rise of the simple living movement and environmentalism, people began to re-examine the lifestyle depicted in Walden. The simple living movement emphasizes the pursuit of a more meaningful life experience by reducing material consumption; environmentalism advocates protecting the natural environment and promoting harmonious coexistence between man and nature.

These two thoughts were deeply influenced by Walden and became early manifestations of relaxation.

In the 1970s, Minimalism emerged and became a trend in art and lifestyle. Minimalism advocates achieving inner peace and satisfaction by simplifying material possessions, reducing unnecessary distractions, and focusing on the essence of life. This concept is closely related to the feeling of relaxation.

His famous saying “Less is more” also inspired Jobs’ philosophy in product creation.

In Japan, the concept of minimalism evolved into "Datsu-sare-ri". This concept was proposed by Eiko Yamashita, which emphasizes gaining inner freedom and simplicity in life by "cutting off unnecessary things, discarding excess items, and breaking away from the obsession with material things."

The art of Dansare is not only popular in Japan, it is also very popular in China. Many people began to discard unnecessary items and live a minimalist life in those years. This has also become one of the important ways for modern people to pursue a sense of relaxation.

At the beginning of the 21st century, with the popularization of the Internet and the accelerated pace of society, people began to feel the pressure and anxiety brought by the fast-paced life. Against this background, the concept of "slow life" has gradually emerged, advocating people to slow down, enjoy the present moment, and return to inner peace.

As an important manifestation of slow life, meditation and mindfulness have also been widely promoted during this period. Mindfulness practice emphasizes focusing on the present moment, reducing stress and anxiety, and achieving inner peace and relaxation through methods such as meditation. These practical methods further enrich the ways to achieve a sense of relaxation.

Although the sense of relaxation manifests itself in different forms in different eras, its essence is an escape from a fast-paced and anxious environment. Every rise of a sense of relaxation reflects profound changes in the social environment and consumption concepts.

02 How can brands implement relaxation marketing?

Every time a sense of relaxation emerges, it drives some targeted brand and marketing strategies. Minimalism gave rise to the popularity of Apple products created by Steve Jobs, while slow living has benefited yoga-related brands. In order to cater to this trend, brands need to do a good job of relaxation marketing in many aspects.

1. Update product design concept

Relaxation is a state of simplicity and comfort. Product design should focus on simplicity, comfort and functionality, and avoid complexity and gaudyness.

MUJI's product design concept embodies a sense of relaxation. It emphasizes simplicity, practicality and nature, and creates a tranquil and comfortable living atmosphere by using natural materials and simple design language. From furniture to stationery, MUJI's products adhere to a simple aesthetic and avoid complexity and excessive decoration.

MUJI design consultant Kenya Hara used a sentence to explain the concept of MUJI products, "It's not necessary, it's good like this" and "It's good like this", which can be said to reflect MUJI's brand concept of simplicity, simplicity and relaxation.

MUJI's print advertisements have no fancy designs or deliberate showmanship, but instead pursue a natural and simple value system.

For example, in his most representative work, “Horizon,” Kenya Hara believes that “this visual work shows how MUJI exists, telling people that consumers can freely experience and define MUJI without any restrictions.”

Of course, not all brands are MUJI. If the brand itself is not based on a sense of relaxation, a separate relaxation series can also be designed. For example, sports brands can launch comfortable and casual sportswear, and technology brands can design simple and easy-to-use smart home products.

2. Create a relaxing atmosphere and improve user experience

Consumer experience is a very important part of relaxation marketing, especially for offline brands, whose advantage lies in the ability to create an environment that relaxes consumers.

In the early years, Starbucks successfully implemented relaxation marketing through the concept of the "third space" (although it is no longer the "third space" today due to congestion).

Starbucks' store design focuses on comfortable seats, soft lighting and relaxing background music, allowing customers to feel relaxed and calm while enjoying their coffee.

IKEA's store design also focuses on creating a relaxing atmosphere. Through clever lighting design, reasonable space layout and friendly home scene display, IKEA provides customers with a pleasant shopping experience.

IKEA's showroom not only displays products, but also allows customers to experience relaxation and comfort in person by creating real home scenes. Many people check in and take photos at IKEA because it shows a completely different state from their own home.

3. Create a relaxing scene

Many commodities are not just selling the product itself, but selling a scene experience.

SUVs sell off-road adventures and free-spirited life scenes, tents sell a way to get close to nature and enjoy the fun of outdoor camping, and high-end audio equipment sells an immersive music experience and high-quality life enjoyment.

For example, Ideal Auto has created a scene where people feel like they are at home even though they are outside through large space, comfortable sofa seats and in-car refrigerators. This design allows consumers to feel relaxed and at home during long journeys, which is also an important point that distinguishes it from many other new energy vehicle brands.

Haidilao’s success lies not only in its hotpot cuisine, but also in its unique service experience. Through thoughtful service and meticulous care, Haidilao has created an environment where consumers can not only enjoy delicious food, but also relax and unwind.

Customers at Haidilao can not only eat hotpot, but also enjoy free manicures, massages and other services. This all-round service experience makes going to Haidilao a relaxing lifestyle.

4. Give relaxation emotional value

Consumers pursue a sense of relaxation not only to meet the functional requirements of the product, but also to obtain mental comfort and emotional satisfaction. Therefore, brands need to think about what kind of emotional value they can bring to consumers in addition to functionality.

For example, Lululemon not only sells yoga clothing, but also provides consumers with a relaxing and balanced lifestyle through various community activities. These activities include yoga classes, meditation exercises and wellness talks, which not only help consumers relieve stress but also create a community environment full of support and encouragement.

In recent years, many people have worn lululemon yoga clothes as outerwear. These people have clearly become representatives of the "women's rise" culture, attracting more women to join this circle. This is an emotional value that is displayed outwardly.

5. Become a sustainable brand

The sense of relaxation is inextricably linked to simplicity and environmental protection, and brand sustainability is also the key to long-term development. More and more big brands are beginning to pay attention to ESG (environmental, social and governance) standards and are committed to becoming sustainable brands through natural, environmentally friendly and renewable methods.

Brands such as Patagonia and The North Face actively promote sustainable practices. By using organic ingredients, reducing carbon footprint and supporting environmental organizations, these brands not only enhance their own brand image but also meet consumers' expectations for environmental protection and sustainable development.

Companies like Apple have always been committed to environmental protection and sustainable development. Its "Mother Nature" commercial is a typical example. In this ad, Apple shows how it reduces carbon emissions, uses renewable energy and recycles materials in its product design and manufacturing process.

Through this series of environmental protection measures, Apple not only demonstrates its corporate social responsibility, but also conveys the brand's long-term value and environmental protection concept to consumers.

03 Conclusion

With the rapid development of society and the accelerating pace of life, people's pursuit of relaxation has become more urgent.

Brand acts as a bridge between consumers and the market, and satisfying their needs for relaxation is an important marketing strategy. The goal of relaxation marketing is not only reflected in the sales volume of products, but more importantly, it can bring people a life attitude and emotional resonance.

By updating product design concepts, creating a relaxing atmosphere, building scene experiences, providing emotional value and becoming a sustainable brand, brands can not only attract and retain consumers, but also establish competitive advantages in the fiercely competitive market.

Author: Xunkong

Source public account: Xunkong’s Marketing Revelation (ID: 846631)