Everyone knows that Valentine’s Day is a holiday bursting with love! From romantic candlelit dinners to sweet bouquets of roses in red, pink and white, couples tend to go all out for this special occasion. Fortunately, this love isn’t limited to couples only. Self-love has become increasingly popular in recent years, and self-care fits right into this scheme. Along the same lines, caring for your skin is a great form of self-care, and Valentine’s Day is the perfect time to use that to your advantage.
One easy way to focus your marketing strategy is to target couples who want to treat their significant others to luxurious skin care products. This potentially opens up all or most of your product line as an option for those customers who are looking for the ideal gift. Use key phrasing like, “She will love this age-defying kit” or, “He will thank you for smoother skin” to direct these customers to the perfect present for their loved ones.
Most of us recognize Valentine’s Day as a holiday for couples, but many single people like to enjoy this holiday as a treat to themselves. This is a perfect opportunity to capitalize on the self-care trend. Focus your marketing toward these customers by referring to Valentine’s Day as, “a day for love, including loving yourself with these nurturing products!” This holiday doesn’t have to be a downer for your unpaired customers, as long as you are there to support them with your wonderful lineup of products.
Last but not least, don’t forget to update your visual merchandising to reflect this love-fueled holiday. Incorporate the typical colors associated with Valentine’s Day, like red and pink, but try out an unusual contrasting color to help give your brand a luxurious flair. For example, a black accent will give off a rich, luxe vibe, while a dash of yellow creates a fun, flirty feeling.
Additionally, make sure your in-store layout is inviting. Lead your customers through the products thoughtfully, and make sure they end up in front of the products they want by utilizing a deliberate and delightful store format. Remember - the same goes for your online store too!
By taking advantage of the romance that is Valentine’s Day, your sales can get in on the love, as well. The first step is to press those couples looking to dote on their loved ones, followed closely by the singles out there looking to dote on themselves. Self-care, again, is going to be a big hit this year. Finally, round off your marketing with some aesthetically pleasing visual merchandising, and your brand - and your customers - will be well-off to a happy February 14th!