IKEA, the ready-to-assemble furniture company, is jumping on the self-esteem marketing bandwagon with its latest introduction (ummm stunt), the Motivational Mirror, an interactive mirror that “bestows personalised compliments on and positive reinforcement” to its customers.

We expect these types of “empowerment” promotions from beauty brands like Dove and Pantene, but we don’t associate home furnishings with a morale boost. Nonetheless, IKEA thinks its customers in Britain need one.


According to research commissioned by the brand: almost 50% of Brits receive no compliments in an average week; 43% of people are self-critical about their appearance; and 33% of the nation feels they look their worst before 9am on a Monday morning (this fact applies to Americans too).

A company press release explains, “As part of a revolutionary pilot scheme to help target browbeaten homeowners with tailored pick-me-ups, IKEA has developed a prototype ‘Motivational Mirror’ – featuring fully interactive technology to elevate the nation’s self-esteem. We all know how that first look in the bathroom or bedroom mirror can determine whether we have a good or bad day.”


The compliments the mirror calls out are innocuous enough, that is until it whistles at one passerby, which is just plain creepy. Check out the video above, we’d love to hear your thoughts on it.