Hygge Concept Opens Opportunities For BPC Brands In The UK

According to Mintel, the UK is embracing “hygge”, a Danish concept that combines relaxation, fun and comfort, and Mintel suggests that this could present opportunities for beauty and personal care brands. Hygge can be an individual or informal group activity, typically at home and involving food and drink. Mintel mentioned the August 2016 launch of Sanctuary Spa’s #LetGo campaign, aimed at encouraging consumers to relax, and 58 Lifestyle has launched the Hygge Kit, which includes candles, bath oil and a room mist. Mintel also expects the hygge trend to provide opportunities too for the subscription box market.