Rated as the ‘Christmas gift of the year 2009’ by the The Swedish Retail Institute, the Acushakti Mat combines the ancient Indian concept of a ‘bed of nails’ with innovative Swedish technology. The Acushakti is a simple acupressure mat with more than 6000 pressure points that can relieve various problems including neck and back pain, disturbed sleep, muscle pain, stiffness and even headaches. With Americans as stressed out as ever, it will be interesting to see if this Swedish sensation makes a tranquil, calming splash in the U.S. with its brand of simple and functional “holistic healing.”
After strong sales in Sweden, Acushakti kicked off a U.S. advertising campaign quietly with ads in the Metro newspaper targeting a young, urban audience. Acushakti also has a growing social media presence, and sells their product online at their Web site for $69.95.
Acupressure mats are known to produce “feel-good hormones,” which are usually released during physical exercise. The plastic needle-like ‘flowers’ work on the various acupressure points present in the body to relax and relieve pain and stress. Although this version of acupuncture is relatively new, Acushakti might feel the pain from competition in the U.S., as several other brands are selling similar products, including the Shakti Mat, Yantraway and the Ultimate Acupressure Mat. In fact, the Shakti Mat boasts a Youtube channel and a Facebook page. Why no direct TV advertising? Shouldn’t we get one free with the purchase of a Snuggie? Who knows – Acushakti could be the next kitschy thing to capture consumers’ imaginations. If there’s one thing we know from our annual Most Memorable New Product Launch survey, Americans are increasingly more health conscious and are multitasking mavens. What can be better than watching TV, getting a massage while looking at your iPhone? If the Acushakti can garner enough consumer attention, they just might continue what they started in Sweden.
Recent Comments