As Australians look for new ways to switch off, Glow Lab is encouraging a different kind of wellness ritual, showering in the dark.
The personal care brand’s latest campaign, Dark Shower, seeks to highlight how everyday moments like showering can offer genuine mental health benefits.
Backed by research and developed in collaboration with clinical psychologist Dr Rebecca Ray and campaign ambassador Jules Robinson, the campaign invites consumers to see their daily shower as a rare moment of solitude and calm.
The campaign was developed and delivered by earned creative agency Poem.
Showering as a ‘modern sanctuary’
Recent Glow Lab research suggests that nearly 30% of Australians consider the shower to be the only time they are truly alone each day. The Dark Shower campaign builds on this insight, presenting the shower as a simple, but effective, device-free zone.
Dr Ray and Robinson, well known to Australian audiences as a media personality and former Married at First Sight contestant, feature as key spokespeople.
Both appeared at a launch event in Bondi to share personal perspectives on the intersection between self-care and sensory experience.
“I’m proud to be working with a brand that’s approaching wellness with intention,” Robinson said during the event.
Campaign approach and media activation
The initiative is grounded in an earned creative strategy led by Poem, supported by paid media, social content, and influencer engagement.
A launch event hosted at Slow House in Bondi brought together around 50 media and content creators for what was described as an “immersive self-care experience”, including a Q&A moderated by media personality Erin Holland.
Mark Roper, Glow Lab’s General Manager of Sales and Marketing, said the brand wanted to connect with consumers in a practical but thoughtful way.
“The Glow Lab Dark Shower is more than just a trend; it’s a wellness ritual grounded in insight and a reflection of how consumers are redefining self-care on their own terms,” he said.
“This campaign embodies everything Glow Lab stands for; a premium product that fits effortlessly into real life, while making those daily moments feel just that little bit more special. We’re inviting Australians to glow on the outside and reset on the inside, starting with the simple act of showering.”
Jules Robinson
From emerging trend to earned idea
Rhania Farah, General Manager of Poem, said the campaign’s creative direction was shaped by behavioural insights and a desire to approach the category from a new angle.
“We wanted to do something that would make people stop and say, ‘Wait… they did what?’ After we discovered there was an emerging trend of Aussies literally turning the lights off and showering in the dark, we thought, what if we leaned right into it?
“So we uncovered the science behind why it feels so good, and that’s when the real fun began,” she said.
Farah added that the brand experience was designed to help media and creators connect with the campaign in a hands-on way.
“Talking about it wasn’t enough. We needed people to experience it. 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,” she said.
The campaign is now live across earned, paid and owned channels.