Have you ever stumbled upon an hourlong online video of someone folding napkins? Or maybe crinkling paper, sorting a thimble collection or pretending to give the viewer an ear exam? They’re called ...

I don’t personally know YouTube ASMR host who calls herself Slight Sounds, 25, but for the next 26 minutes she will glow on my dark computer screen like friends and family often do when I’m on ...

Over the past few years, YouTube has exploded with videos aimed at making viewers feel relaxed, tingly, and even sleepy — a sensation known as autonomous sensory meridian response (ASMR). Within the ...

Does listening to a whisper send a tingle through your scalp? Do you find watching the snip of scissors around your ears at the hair salon soothing? How about the sound of nails clicking softy, the ...

Maybe it is the rustle of canvas unfurling, or the sharp snipping of the stylist’s shears as they tidy up your bangs. Whatever it is, it resonates down your scalp and spine like a tuning fork. Certain ...

Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here. When hair salon franchise Sport Clips wanted to promote its ...

I’m sitting on a futon in a stranger’s apartment with my friend Ashley. In front of us, Melinda Lauw—a slender, wide-eyed Singaporean woman—is crouched in a squat, holding a small flickering candle, ...

Maybe you've seen one of the millions of videos devoted to ASMR on the internet, or perhaps you experience the brain tingles yourself. Here's what you need to know about the phenomenon, adapted from ...

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Common ASMR triggers include whispering, hair play, and ear brushing. Not all people experience a positive response or any response to these triggers, though. ASMR, or autonomous sensory meridian ...

“It’s time for your lice check,” a woman who goes by “Ms. K” whispers directly into my ear as she starts running her fingers into my scalp and through each strand of hair. I’m in a dark room, Eastern ...