Brands are increasingly embracing the philosophy that outer appearance is contingent upon inner qualities. This is something that the beauty industry is well aware of, which is why it advocates mindfulness as part of its lifestyle philosophy. Light also has special qualities, such as an energising or relaxing effect. The Detox Light’s smooth and uninterrupted light flow features fascinating, seemingly random clusters. The in-and-out breath sequence takes over ten seconds to complete, which has a calming effect on the body and mind, similar to the yoga practice of pranayama. After spending time in the detox room the customer feels refreshed and energised for the rest of the shopping outing.