The Rise of Slime: A Business Booming with ASMR Benefits
Businesses like the New York City slime museum and shop Sloomoo Institute are thriving. Starting as a pop-up in 2019, it generated an impressive $30 million in revenue by 2023. Social media influencers such as OG Slimes and Karina Garcia have harnessed their brand power by sharing reviews and DIY slime recipes on platforms like TikTok and YouTube.
Slime has surged in popularity, captivating millions as a playful and therapeutic activity. From Gen-Z kids to adults, everyone is getting involved in slime-making and playing sessions. Its appeal transcends age groups, offering a fun escape while providing ASMR benefits like enhanced brain function and stress relief.
Based on market research, slime content attracts a large audience. Elmers reports that 81% of college-aged individuals consume slime content on social media, with #slime videos garnering 360 million views in May 2024. Sloomoo’s expansion into new locations such as Houston and Los Angeles demonstrates the industry’s robust growth.
At the heart of this trend lies a common ingredient: Elmer’s Glue. Nikki Lesperance, marketing director at Newell Brands, notes that slime has never truly left the scene. It has become a core marketing category, reflecting evolving consumer interests.
Elmer’s is seizing this momentum by launching a digital hub dedicated to slime-making. The platform, Elmer’s Creations, showcases new slime recipes like Mello Mallow and Lightning in a Bottle, along with exclusive products catered to ASMR enthusiasts. Among these products, the Squishies line offers stress-relief toys molded into various characters, providing a sensory experience akin to slime.
Dr. Craig Richard, a biomedical sciences researcher at Shenandoah University, delves into the science of ASMR. His studies reveal that watching ASMR videos triggers brain responses similar to experiencing personal attention, releasing hormones that promote relaxation and well-being. The connection between ASMR-triggering content like slime videos and affiliate behavior underscores the therapeutic potential of these activities.