The brand’s superfan, Megan Markel, could loop this one and hang out all night!
Tatcha says she used EEG monitors to track the eye movements and brain waves of 50 participants as they performed the calming ritual, noting that after a 16-minute session, the subjects exhibited a marked reduction in stress, while their relaxation level increased dramatically.
So … scientist!
Indigo’s calming properties are well known, and the new-agey track wouldn’t really turn you on (or put you at ease) like some music marketing forays we’ve seen recently.
“What you hear, touch, taste, smell and see has an impact on your state of mind, which is reflected in your skin,” says Vicky Tsai, Founder and CEO of Tatcha. “That’s why taking care of your skin has to involve taking care of all of you, and sound is a form of energy that can be heard and felt through the skin and the mind. It has long been incorporated into them. sound bath healing practices. “
She adds, “Our vision is to marry the sound healing practices of shirin-yoku with advanced research in acoustic therapy to create a soundscape for each collection to accompany Tatcha’s skin care rituals. “
In terms of creating the track, “it was difficult in some ways,” recalls Syn musical director Alan Mawdsley. “While the PlantWave data provided some tones and sounds as a guide, we also had to be mindful of the tempo to keep the beat very relaxed and soothing. Being able to record the sounds of these amazing plants in Japan came full circle, as Tatcha is a Japanese-inspired brand, and that authenticity gave the project a deep sense of purpose. “
The work is in tune with Nurofen’s recent efforts to formulate music that helps relieve acute pain, and other innovative campaigns that take a holistic, musical approach to wellness.
“Music is immediate, it reaches the brain in 0.05 seconds, and as science tells us, can help with everything from recalling memory to improving motor functions,” says Wood. “We’re constantly exploring new ways for marketers to use music to harness emotions more effectively and create impact. This just seems like the start of a very exciting new chapter in how people recognize the power of sound. “