British Beauty brand Sanctuary Spa has launched a campaign to encourage more self-care among U.K. women.

British Beauty brand Sanctuary Spa has launched a campaign to encourage more self-care among U.K. women. Titled “This Counts,” the campaign launched with a film that aims to take the guilt out of self-care, highlighting that self-care is about “attainable moments of joy that anyone can experience throughout their day.” The campaign comes in response to a survey that found that 94% of U.K. women have felt the benefits of taking time out for themselves, but only 61% are managing to achieve it—and only for 17 minutes per day. The survey also found that 84% don’t think this will change in the next six months and 15% believe this amount of time may actually decrease. Self-care has become increasingly important among young consumers during the pandemic as they maintain their state of mind, which grew understandably precarious during the long months of isolation and uncertainty. (The Drum)