Overview#
“Laundry meditation” is a new concept being coined by Chinese home and personal care brand Thefalls (寻瀑) and meditation app Tide. The two parties have joined forces to roll out a series of meditation practices to help users find moments of peace in their daily laundry routine. A special edition scented candle featuring a figurine sitting in meditation has also been launched on the Thefalls’ online stores on WeChat and Tmall.
Netizens’ Reaction#
In comparison to corporations like Procter & Gamble and Unilever that dominate the home and personal care sector, Thefalls is a niche and emerging name with only 9,400 followers on Xiaohongshu. Still, the brand’s namesake hashtag has racked up over 1.4 million views on the lifestyle platform, with a large number of organic posts sharing its products. Below the “Laundry meditation” campaign post, WeChat users have shared how they've achieved inner calm and relaxation in the meditation process.
Verdict
The Covid-19 pandemic led to the emergence of a rather unexpected trend: a surging demand for wellness. This has offered huge opportunities to mobile applications that provide step-by-step tutorials on meditative practices, including Tide. As of June 2023, the platform had attracted over 25 million users, 47.8 percent of which are under 24 years old. The user demographic demonstrates how the younger generation is increasingly seeking digital treatment to address their mental health struggles.
Thefalls, previously known as “Dipinthepool,” was founded in 2021 just as the wellness trend was gaining ground in China. The brand started with laundry products and then expanded to home cleaning and personal care products. With a goal of delivering softness and a sense of healing, it encourages consumers to consider everyday housework as a vehicle for achieving inner peace. As the brand's mission aligns with the goals of meditation, the collaboration resonates with Tide's audience.
That said, China's home and personal care market is competitive. Distinct from fragrance labels, brands in this category must not only deliver in smell but also in their ability to clean and remove stains. As such, Thefalls has a long way to go to gain market share in the nation.