Glow Lab launches new earned campaign targeting burn out, via Poem
Bodycare challenger brand Glow Lab has launched its latest earned creative campaign via Poem, encouraging Aussies to switch off and free themselves from overstimulation with a new self-care ritual.
The campaign was informed by consumer behaviour data (commissioned by Glow Lab) which found that a majority of Australians (55%) feel overwhelmed and 67% struggle to fully switch off and relax. 44% of Australians describe themselves as overstimulated or burnt out, and only 42% find even 10 minutes to spend alone without digital distractions.
For 30% of Australians, the shower is the only solitary moment in a typical day — free from screens and everything else. In order to connect to consumers culturally, Glow Lab wanted to lean into this, while challenging what is commonly a boring routine.
It has reframed the daily shower from a functional task into a sensory ritual, with the campaign introducing the concept of the ‘dark shower’, inspired by this growing consumer need for “intentional stillness”.
The campaign introduces the concept of the ‘dark shower’
Fronted by Australian influencer and media personality Jules Robinson, the campaign is backed by science, in collaboration with clinical psychologist Dr Rebecca Ray.
“Jules is a great fit with Glow Lab and this campaign. She has been deeply committed to a wellness journey for a long time and shared this publicly with the Australian community,” Mark Roper, general manager of sales and marketing at Glow Lab, told Mumbrella. “She’s well aligned to the Glow Lab values of confidence, wellness and authenticity.
“When exploring the challenges of overstimulation and stress with Jules, we quickly found common ground around daily rituals and the importance of prioritising moments of self-care, to reset and slow down in achievable ways.”
Roper said Dr Ray helped the Glow Lab team better understand the science behind rituals, and how they impact wellbeing — which is central to the new campaign: “Her expertise was crucial to the insight that surrounds the dark shower.”
Glow Lab is still a young brand, having only launched in 2017. The New Zealand-founded company has since expanded its footprint across the ANZ market, but Roper acknowledged it still lacks the profile of big, established brands.
This new work hopes to change that, by hijacking an everyday experience, elevating it into a “meaningful wellbeing ritual, a little bit of me-time, calm and luxury”.
The campaign kicked off with an event activation. (L-R): Dr Rebecca Ray, Jules Robinson, event host Erin Holland
“We set out to make an impact through earned creative that stops our audiences mid-scroll and drives authentic engagement,” Roper told Mumbrella.
The campaign launched this week in market via an earned creative PR and social approach, with a strategic paid media amplification plan and launch event execution.
“Talking about it wasn’t enough. We needed people to experience it,” Rhania Farah, general manager of Poem, said in a release.
“So we threw open the bathroom door and invited media and influencers to step into the shower with us, surely that’s a bit different. It was the perfect way to capture the energy of the campaign and show that the science stacks up. Partnering with Jules and Dr Rebecca Ray helped us turn a cheeky idea into something with real substance.”
Note on the survey mentioned above: Glow Lab conducted an online survey of N=1,036 Australians (nationally representative) aged 18+, self-described as interested in beauty, health and wellbeing. The survey was in the field 17-20 July 2025. Respondents were sourced from the Dynata Australian consumer Insights panel (over 800,000 members). Respondents were incentivised for their participation.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
dark shower
Dr Rebecca Ray
earned
earned creative
Glow Lab
Jules Robinson
Mark Roper
Poem
Poem Group
Rhania Farah
self-care
Wellness
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