Does Self-care Need a Strategy?

The Commercialisation of Wellness

Modern life is stressful. You know, I know it, brands know it. And they’re turning this insight into an opportunity to sell.

Wellness is a word that no longer has buzz, because it’s simply become part of the vernacular. New brands and products are popping up all the time promising zen. Some strike a lovely balance between vision and realism.

• Epzen: Take Australian personal care brand, epzen. words not anchovies studio helped write some tongue-in-cheek packaging copy as part of their recent brand re-launch designed to stand out on the shelf.

• Chai Sunrise: Or female-founded journal brand Chai Sunrise, whose website copy we crafted to help people disconnect from the digital noise by combining creativity and mental health insights.

But not everyone hits the nail on the head. From beauty brands appropriating Asian culture by touting gua sha tools to essential oils promising all but eternal youth, it’s a fine line to walk.

Case Studio: Self-Care Originals

As we all grappled with the mental health effects of endless lockdowns, a great resignation and a wellness industry full of empty epitaphs and a whole lot of whiteness, twenty-something Melbournian Rachael Akhidenor thought long and hard about this topic.

The world of wellness wasn’t sitting right with her. So she did something about it. Starting by putting one small yet mighty phrase on a t-shirt. Her wearable activism quickly caught on, resonating with modern, city-livers who were sick of being over-sold, over-looked and over-promised.

From the simple insight that self-care needed to be more accessible and more inclusive, Self Care Originals has since expanded to include games of gratitude and daily journals to help people reflect and connect more authentically.

To bridge this expansion, our creative studio put together a social media strategy including a 10 day content calendar to ensure the re-launch went off with a splash.

Nurturing a Movement

From teaser GIFs, to posters around town to gain awareness and a well-timed giveaway to expand reach, I created this strategy with creativity and conversion in mind.

Nearly 8,000 Instagram followers and nine products later, self-care is well on it’s way to being redefined and Self Care Originals among other emerging brands is leading the charge.

A Shift Towards Authenticity

Consumers are getting savvier. We’re no longer swayed by vague promises of “radiance” or a $90 candle that claims to “cleanse your aura.” We’re asking bigger questions. What does self-care actually mean? And more importantly, who gets access to it?

It’s not about selling an idealised version of wellness—it’s about creating tools for real people with real lives. Because self-care isn’t always aesthetic. Sometimes, it’s messy. Sometimes, it’s just getting through the day.

Beyond the Buzzwords

More brands are realising that people don’t want to be told how to feel or what they need to buy to “fix” themselves. They want honesty, nuance, and a little bit of humour.

Self-care might be more than a bath—but if you’re taking one, at least make sure it’s on your own terms.