• by Les Luchter , August 20, 2023

“Sleep is the new sex,” says the Brightfield Group. “Everyone’s talking about who’s getting it, who’s not, how you get more, and how you make it better.”

By “talking,” Brightfield means on social media, since the firm’s research is based on “listening” to those channels.

Brightfield’s May 2023 “U.S. Wellness Social Listening” data, released this week, finds sleep to be the second most-discussed wellness topic, behind only sports, and ahead of exercise, creativity and energy.

Nearly a third of Americans were looking for products labeled as “helps with sleep,” up 2% from a year earlier, Brightfield says. And one in 10 consumers said they had purchased magnesium or melatonin – now known as “basic sleep supplements” -- during the previous three months.

“Lavender -- another ingredient often linked with sleep products -- has also experienced steady chatter online in the past 6 months,” Brightfield added.

Ashley Tisdale (“High School Musical”; “The Suite Life of Zack & Cody,”) for one, is into both melatonin and lavender. Tisdale founded wellness brand Frenshe three years ago.

Now Tisdale’s teamed with Natrol on a back-to-school-timed sweepstakes giveaway of “Back on Track Packs” containing its melatonin, along with Lavender Cloud-branded products from Frenshe’s scent line, Being Frenshe.

Back-to-school season is particularly appropriate for this campaign, Natrol tells Marketing Daily, due to the “summer sleep slump -- which causes Americans to lose an average of 15.5 hours of sleep (about 10 minutes per night) during the summer... Most consumers, even those without children in school, feel the ‘shift’ during the fall timeframe."

The five-week-long sweepstakes, running through Sept. 15 , will give away 50 Back on Track Packs  for consumers who enter at https://back-on-track-packs.prod.fooji.com/#wait-anonymous-start. Valued at $140 each, the packs contain: two containers of Natrol Melatonin Gummies: three Being Frenshe Lavender Cloud products (Mist Body Spray, Reset Candle and Milky Hydrating Lotion); a $50 Target gift card; and a journal.

“Partnering with Natrol allows me to share the perfect wellness routine,” Tisdale said in a statement. “Together, we will empower people to take charge of their sleep and embrace each day feeling their best.”