I recently stumbled upon a cool concept called the calmbox, which is:
“a subscription box inspiring calm and mindfulness in everyday life”.
The calmbox, which was developed by a team of healthcare specialists at the Dorset HealthCare University in UK, was designed to ‘be used by patients to help lower their levels of arousal and agitation’.
After seeing successful results on their patients, they decided to make it available to the public in the form of a monthly subscription box.
Today the calmbox has a global presence and can be shipped to anywhere in the world. The aim is to relieve, prevent and eliminate stress, depression and anxiety in consumers’ everyday lives:
‘Every calmbox includes 5-8 mindfully chosen items to help with calm: inspiring books, music, tea, candles, natural minerals and crystals, aromatic herbs, motivational reminders, physical de-stressers, and much more.’
A 2014 study done by the Australian Psychological Society showed that ‘almost two in five Australians reported experiencing at least some depression symptoms… [and] more than one quarter of Australians reported experiencing at least some anxiety symptoms’.
According to Beyond Blue ‘it’s estimated that 45% of Australians will experience a mental health condition in their lifetime. In any one year, around 1 million Australian adults have depression, and over 2 million have anxiety’.
From a retail perspective, that is over 2 million people in any one year in Australia alone with mental health issues. Add to that every Australian that experiences stress on a daily basis and you will have a significantly large target audience.
With the calmbox being a subscription model where the customer pay $45AUD month on month per box, you can start to imagine the potential market value.
Keep in mind, this is only the numbers of Australians suffering from mental health issues and stress – imagine the percentage of the world population this could potentially target!
From a consumer perspective it’s an interesting concept that speaks to various current consumer trends, like wellbeing and healthy lifestyle – especially the increasing popularity of mindfulness in forms of yoga, meditation, pilates, and so on. Except this is therapy in a box!
It’s safe to say that calmbox have found a point of difference in a high value market, which also aligns with the customer’s needs.
This might be the first you hear of the concept, but it sure won’t be the last!