Key takeaways on Westlab’s media campaign to boost growth
- Westlab launches its first-ever TV ad to strengthen brand awareness and drive category growth.
- The campaign spans TV, out-of-home, in-store, social media and influencer partnerships.
- Creative focuses on emotional restoration moments using mineral-rich bath salts.
- Westlab now holds a 50% share of the UK bath salts category, with Epsom salts leading the market.
- The campaign reframes self-care as essential restoration rather than indulgence.
The UK bath salts brand Westlab has launched its first ever TV ad as it aims to drive brand awareness to boost retailer sales and category growth.
As well as a new TV ad, the marketing campaign will feature across out-of-home, in-store and social media activations on Instagram, TikTok and Facebook, alongside influencer partnerships, to increase awareness of its range of mineral-rich bath salts.
The campaign was produced by bandstand and supported by One Agency Media. It aims to create an emotional connection with consumers by showing how, after life’s wins, challenges and everything in between, Westlab helps users restore through the simple act of a mineral-powered bath – allowing them to return to themselves, ready to face the world again.
One of the ads, Sorry Mum, captures the daily struggles of balancing motherhood. Another, Revival of the Fittest, shows a runner sinking into a Westlab bath post-workout. Meanwhile, the Return to You campaign continues Westlab’s focus on driving brand awareness to boost retailer sales and category growth.
Strengthening leadership in the UK bath salts category
Speaking about the campaign, Lottie Marriner, Creative Director at bandstand, said: “A bath is about more than getting clean. It’s a conscious pause. A powerful reset moment for our body and mind.”
Marriner added that the foundation of its strategy, creative and production was demonstrating that Westlab’s mineral-rich salts are a fundamental tool in balancing busy lives.
In the UK market, the brand currently holds a 50% share of the bath salts category, with its Epsom bath salt also claiming the number one spot in the overall bathing category, taking over from household names including Radox.
Katie Blythe, Marketing Director at Westlab, said the brand’s success is a response to busier, ever‑changing lives. “Restoration is about slowing down, it’s about resetting so we can show up fully, and our latest campaign really captures this,” she said. “Through our relatable creative, which taps into everyday moments, we’re able to reframe self-care as essential restoration, rather than an indulgence.”
