Would you pay $120 to get a scalp massage, drink green juice, cuddle a cow and take a meditation walk through a Maine farm?
No? What if the scalp massage uses peppermint aromatherapy?
Still no? Okay, what if I told you the entire thing was created by a yogurt company?
Now we're getting somewhere.
Stonyfield Organic actually opened a $120 “Organic Cow Spa” in Maine.
Yes. A yogurt company. A cow spa. Humans pay. Cows are the inspiration. And somehow, this is not even the strangest marketing idea Stonyfield has ever had.
The pop-up opened September 10 at Rainbow Valley Farm in Sidney, Maine, and runs through October 3.
For $120, guests get a three-to-four-hour experience including supervised cow cuddling, a meditation trail, aromatherapy and scalp massage, a foot-care treatment, Stonyfield yogurt parfaits, “Green Graze” juice, meditation and journaling space, and a goodie bag.
At first glance, this looks completely ridiculous. And that's exactly why I think it's clever. Because Stonyfield isn't really selling a spa.
It's selling something much more valuable: attention.