The luxury industry is moving to ASMR
For several years now, the ASMR trend has been taking hold in the world of luxury, and more particularly in the beauty, fashion and, more recently, watchmaking sectors. For the most receptive, this technique aimed at relaxing can even allow you to fall asleep more quickly, or to soothe certain pathologies.
The relaxation techniques ASMR, an acronym derived from the English “Autonomous Sensory Meridian Response“, which means “culminating autonomous sensory response“, are becoming more and more widespread in the luxury sector. Indeed, whether it is through communication campaigns via Instagram posts, as was the case for Rihanna’s Fenty Beauty brand last December, or then through advertising films as was the case for the Jaeger-LeCoultre spot, which welcomes the actor Benedict Cumberbatch, ASMR has become a real communication strategy.
These brands are not the only ones interested in these relaxation techniques, and from Dior to Hermès, or from Gucci to Givenchy, the biggest luxury brands are taking up ASMR. This stimulus, which can be visual, auditory, olfactory, or cognitive, is provoked by the use of light sounds at a very slow pace. These sounds can be produced by voice, but also with the use of objects, and cause a pleasant sensation that passes through the skull, scalp, or peripheral areas of the body.
A 2015 study conducted by the English university Swansea demonstrates “sensations of relaxation and well-being” as well as “temporary improvements in symptoms of depression and chronic pain“. ASMR has a future in the treatment of these conditions as the study concludes “we suggest that ASMR warrants further study as a potential therapeutic measure similar to meditation and mindfulness.”
ASMR has been a global success for several years, so it made sense for the various luxury sectors to take advantage of it. With videos that can reach hundreds of millions of views, the term ASMR is the fourteenth global query on Youtube video platforms. On other networks, this science of wellness is not left behind, with 10.2 million posts on Instagram sporting #ASMR and its various iterations. What’s more, those numbers have exploded since the first containment arrived nearly a year ago now.
The term was first used by video artist Jennifer Allen in 2010. The young woman wondered about the origin of the feeling of well-being she felt when watching space-related videos. Since then, ASMR has evolved to the point where it has become part of communications strategies, as seen recently with advertising campaigns.
“ASMR is part of the current success of the irrational and the magical, as also shown by the revival of several new-age disciplines. It is also a reaction to the overabundance of images and the over-solicitation of sight. Hearing and sound are regaining their power“, analyzes Vincent Grégoire, trend hunter at Nelly Rodi.
Marine Serre, the big winner of the LVMH prize in 2017, has also embraced this practice. Indeed, on the occasion of the spring-summer 2019 collection of her brand Regenerated, the designer used ASMR techniques to promote her pieces. The film features the sound of sewing machines and the rubbing of materials as its only background sound and has registered 15,000 viewers on YouTube.
“We decided to keep all of these sounds, which are original, because they have the power to transport you to the place, making you feel like you are part of the process,” details Teresa Mereu, the press relations manager.
Read also > THE EDGE BY TAG HEUER, A NEW LISTENING AND READING EXPERIENCE FOR AN IMMERSION IN TIME
Featured Photo : © Press
What's Your Reaction?
[EN] CLAIRE DOMERGUE, A SPECIALIST IN COMMUNICATION IN THE LUXURY SECTOR, HAS SURROUNDED HERSELF WITH EXPERTS TO CREATE THE FIRST MEDIA DEDICATED TO THE ECONOMIC NEWS OF LUXURY AND FASHION. THE LATTER DRAWS THE ATTENTION OF ITS READERS TO ALL THE MAJOR PLAYERS IN THESE SECTORS WHO SHARE THEIR EXPERIENCES, VISIONS AND KNOW-HOW. MORE THAN A SPECIALIZED WEBZINE, LUXUS PLUS IS A MULTI-SECTOR INFORMATION SYSTEM, WHICH HAS BECOME THE REFERENCE MONITORING TOOL FOR LUXURY AND FASHION PROFESSIONALS. OUR NEWSLETTERS CONTRIBUTE TO MAKE OUR READERS AWARE OF THE CHANGES AFFECTING THE LUXURY INDUSTRIES. THANKS TO AN INCREASED WATCH AND AN EXCELLENT KNOWLEDGE OF THE SECTOR, WE ARE INTERESTED IN THE MAIN ECONOMIC AND TECHNOLOGICAL STAKES OF FASHION, FINE WATCHMAKING, JEWELRY, GASTRONOMY, COSMETICS, PERFUMES, HOTELS, PRESTIGIOUS REAL ESTATE...********[FR] Claire Domergue, spécialiste de la communication dans le secteur du luxe, s’est entourée d’experts pour créer le premier média consacré à l’actualité économique du Luxe et de la mode. Ce dernier attire tout particulièrement l’attention de ses lecteurs sur l’ensemble des acteurs majeurs de ces secteurs qui y partagent leurs expériences, visions et savoir-faire. Plus qu’un webzine spécialisé, Luxus Plus est un système d’information multi-sectoriel, devenu l’outil de veille de référence pour les professionnels du luxe et de la mode. Nos newsletters de veille contribuent en effet à sensibiliser nos lecteurs aux mutations qui touchent les industries du luxe. Grâce à une veille accrue et à une excellente connaissance du secteur, nous nous intéressons aux principaux enjeux économiques et technologiques de la mode, la haute horlogerie, la joaillerie, la gastronomie, des cosmétiques, parfums, de l’hôtellerie, l’immobilier de prestige…