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.
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