U.K. department store Selfridges is launching a series of in-store activations focused on self-care.

U.K. department store Selfridges is launching a series of in-store activations focused on self-care. The “Superself” campaign is part of the store’s “Superfutures” theme, which will run through 2022 and promote positivity and “feel-goodness” on top of mental and physical wellness. Activations will include multi-sensory pods that shoppers can enter to listen to positive podcasts and music aimed at reducing stress, DJs throughout the store to create “feel-good sounds,” a run club, self-help sessions, confidence coaching and “sex life reboot” classes, as well as lifestyle and beauty products curated for a “future-ready mindset.” The luxury retailers’ campaign taps into young Europeans’ increased focus on mental wellness in the wake of the pandemic and speaks to the 67% of 13-39-year-olds who agree that self-care is a luxury. Meanwhile, the activation also helps bring in-person experiences back to young consumers who have gotten used to shopping online. Seventy percent of young European consumers tell us that shopping should be an experience. (WWD)