Breathe In Mineral Bath Soak

The bath soak for the heavy head and the heavier limbs, after a week that's left you foggy and flat. Eucalyptus, lemon and bergamot over magnesium flakes and Dead Sea salt. You can smell it before the bath has finished running.

Why it works in retail

• It sells as an everyday soak and as a strong seasonal one. Day to day it's for mental fog and worked, heavy muscles. Through autumn and winter it also answers the wish to clear the airways and feel refreshed.
• Eucalyptus reaches the brain's limbic system before a conscious thought. Customers get it from the lid alone.
• Stress uses up magnesium, and running low makes stress harder to handle. A mineral bath is the ritual people reach for when that loop catches up with them.
• The scent is fresh, woody and gender-neutral, so it sells to men and as a gift for them. Most bath fixtures have a gap there.

Key ingredients

• Magnesium flakes and Dead Sea salt: the mineral base
• Eucalyptus: sharp and clearing
• Lemon and bergamot: bright lift
• Thyme: a green, herbal edge
• Cedarwood: a dry woody base