Mark your calendars. Monday, Jan. 23, from 12 to 12:15 p.m.: relax. Aura Cacia's new National Moment of Chill campaign demonstrates how its natural and organic aromatherapy products fit into the company's mission to support overall health and wellness.
Earlier this week, I had another dream in a yearlong series. In it, I’m a motivated college student who, as the semester winds down, discovers that—despite high grades in every class—I have entirely neglected one course. Panicked, I am faced with the decision to:
As always, before making the decision I woke up. And then I went to work. That was just a dream, of course.
A few days later, I got the lowdown on a new campaign by Aura Cacia, known for its natural and organic essential oils and body care, called The National Moment of Chill. Now here’s a company that I’ve always admired for its transparency and conscious ingredient sourcing.
So while I tend to ignore National Anything Days that don’t predate my birth (not due to lack of patriotism, but because when you see National Taco Day, you begin to wonder), The National Moment of Chill made me stop. It's so easy to forget that we need a time out (even if WE! ARE! CALM! REALLY!)—for our health and our sanity, for the sake of our coworkers and our family—because who is going to remind us?
“We all can relate to having full schedules and being so busy and stressed that we forget to enjoy the little things life has to offer,” said Jane Merten, senior brand manager for Aura Cacia. That’s why the company developed “The Committee of the Stressed,” comprised of everyone from frazzled college students to multitasking parents, who pinpointed Monday, Jan. 23, as one of the six most stressful days of the year.
Aura Cacia urges you to set aside just 15 minutes at noon on this day (and on the five most stressful days to follow). “We want to help people find those precious moments that can elevate their everyday,” said Merten.
You’ll be in a meeting or in transit or in class, you say? Doesn’t matter. This campaign encourages us to consider our well being year-round. And whether your stress manifests in, say, reoccurring dreams (analysis courtesy of my boss, Delicious Living Editor-in-Chief Radha Marcum, who recently blogged on why so many resolutions today fail—which can lead to more stress this time of year) or in migraines or anxiety, Aura Cacia wants to be the one to remind you take a much-needed time out.
Aura Cacia’s yearlong campaign will include product launches like the Chill Pill Mist, which will debut in March, to show how aromatherapy fits into the greater goal of supporting well being (check out Aura Cacia’s Facebook page for some cool pictures of people “chilling” out). “Many people who will participate in The National Moment of Chill may use essential oils to help them achieve that mental state,” said Merten.
Sure, I expect this campaign also will create a buzz around Aura Cacia products, but based on what I already know about the brand, including its direct sourcing for fair trade and certified organic products, I can endorse what it's doing as a way to truly improve our overall health. I believe a model like this, one that supports customers’ health and lifestyles, not just the products they love, ultimately makes a company sustainable and successful.
“The National Moment of Chill reminds people to connect with plants through essential oils, as well as connect with others by doing something fun and sharing the experience," said Merten. "Ultimately, we really just want to spread a message of love and positivity to the world and remind people that it’s the little moments in everyday life that make it so special.”