The experience is in the pillow

Even after spending almost 6 years in the UK, I am still impressed by how much the Brits can drink. More importantly, partying too hard seems socially accepted and even something to be proud of. Tripping on a sidewalk or being ousted out of a club by bouncers after throwing up on the dance floor make a good story to tell at the water cooler the following morning (showing up at 9.40am is ok if you look hungover enough to justify your lateness). Clearly, there is a big market for ’morning after’ products in the UK, where pharmacies all have a significant detox section. The London-based brand Wild Earth is trying to tap into this market, introducing its new pillow named…Hangover. This silk pillow is stuffed with plant extracts such as fennel, juniper and mustard seeds that are meant to help cure drowsiness, lack of energy, stress and tension. Here is why I think they got it right:

The legacy: A healing process that involves a mix of medicinal and aromatic plants which has been used in the Himalayas for thousands of years.The touch: This is a silk pillow, for a soft, precious and comfortable feeling.

The smell: well, it is its main feature, obviously.

The social responsibility: Profits go directly to Nepalese communities that harvest the plants.

Wild Earth does not sell pillows; it sells a monadic brand experience that last for 7-10 hours. These people can be proud of putting their customers to sleep.