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Home Events Red roses and heart-shaped chocolates are on sale on Valentine’s Day. Self-care is included

Red roses and heart-shaped chocolates are on sale on Valentine’s Day. Self-care is included

by News Room
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The new takes on the traditional

That’s not to say consumers don’t want traditional products—they’re just looking beyond heart-shaped chocolates.

Social media is a driving force. At 1-800-Flowers, the company has partnered with the 5 Love Languages ​​platform to create arrangements for each “love language”: acts of service, words of affirmation, physical touch, receiving gifts and quality time. Although the concept has been around since the 90s, it has seen a resurgence in the past year on social media, especially TikTok. That viral popularity inspired a retail partnership that 1-800-Flowers hopes will win over younger consumers.

The Valentine’s Day fragrance market has also changed. Boy Smells, known for its Instagram-friendly candles and gender-neutral perfumes, says it has seen a spike in consumer interest around Valentine’s Day. Their marketing approach to individuality lends itself to a niche vacation of self-care and friendship, says Matthew Herman, founder of the Los Angeles-based brand. “This is often a feeling between close friends and family, more than lovers or romantic partners.”

It’s a far cry from perfume companies that have relied on romantic, gender-based sex appeal to move a product—yet Boy Smells has managed to tap into the multi-million dollar Valentine’s fragrance market.

Ultimately, brands must adapt. Consumer trends are changing in many categories – the change is largely driven by young consumers. The holiday is yet another example of how people are directing their dollars to align with their values ​​and lifestyles. And if there is money, Cupid’s arrow hits the mark.

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