ITV-backed Woo rejects ‘toxic’ shopping norms in debut retail campaign

ITV-backed Woo rejects ‘toxic’ shopping norms in debut retail campaign

ITV-backed wellness brand Woo has launched its first campaign for its new shoppable “feel good marketplace”.

The online concept store will curate live experiences, products, services, editorial and video aimed at redefining wellness for Gen Z. It will enable users to buy products and services across different “mood” filters: reset, chill, horny, main character and trippy, alongside more conventional shopping categories.

Woo’s UK-wide brand launch campaign, entitled No Purchase Necessary, aims to “challenge the toxic norms of retail”, including drop culture and fast fashion, to make it clear retail is not necessary to feel good.

The campaign includes a 30-second film for each mood on the marketplace, including one spot which invites viewers to “get that horny feeling”. Sex toys are among the items being sold on the marketplace.

The media proposition, led by co-founder and CEO Stephen Mai, has already attracted action from the Advertising Standards Authority for an “irreponsibly targeted” YouTube ad which contained footage deemed likely to cause “serious and widespread offence” to a general audience. It has also launched an identity and content series on adult content site OnlyFans.

The films will run across Woo’s digital channels and out-of-home, paid social, editorial, organic social, performance marketing, advocacy, and affiliates across the UK throughout November.

This is the first time Woo has partnered with brands and it will only work with brands that share its mission and value system.

Experiences available through the marketplace include sound-healing, private breathwork, 1-2-1 hypnotherapy, psychic sessions, with some available free of charge, and products range across beauty, everyday enhancers, fashion & lifestyle, active, homeware & tech, art, and capsule collections, such as CBD products, sex toys, and skincare, priced anywhere up to £1,950.

Mai said: “Our mission is to normalise wellbeing the way people think about music and fashion. We want people to think about shopping in a different way — as an enlightening feel-good experience not a fleeting transaction.”

The campaign was created in-house and directed by Gen Z duo Bedroom.

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