More influential publications are spreading the word to thousands of consumers and design community members that flowers enhance, transform and improve interior spaces.
American Spa, whose website reaches more than 56,000 spa owners, recently ran a story, “Six Reasons to Incorporate Real Flowers Into Your Spa,” touting research from the Society of American Florists on the benefits of flowers.
“The truth is that there is nothing quite like the scent, look, and feel of a bouquet of natural flowers,” writes Samantha Reed. “Science has proved that the inclusion of real flowers into the home or workplace provide emotional benefits, like boosting happiness and decreasing anxiety.”
Editors also posted a video about the story to American Spa’s Facebook page, which has 35,709 page likes.
That far-reaching hit is a direct result of SAF’s work this fall to promote “The Architectural Design of Flowers,” a first-of-its-kind promotional program in partnership with Asocolflores, to educate interior design influencers, as well as consumers, on research proving the scientific benefits of flowers, and to give SAF members the tools to do the same in their local markets.
In November, SAF Vice President of Marketing Jennifer Sparks and Kelli Ellis, of HGTV, Modernism Week, Maison et Objet, held desk-side briefings with editors of Good Housekeeping, ELLE Decor, Veranda, House Beautiful, LUXE Interiors + Design, Everyday with Rachael Ray, Martha Stewart Living, American Spa, and Real Simple. The pair referenced SAF research studies conducted at Harvard, Rutgers and Texas A&M Universities that highlight the various ways flowers improve people’s lives, including decreasing worry and anxiety, increasing creativity and strengthening feelings of compassion. Additionally, they showed examples from the newly created Two Minute Trends video series as tools editors can use to educate readers in their digital publications.
American Spa isn’t the only publication to have picked up on that good news in recent weeks either.
Luxe Daily, the digital counterpart to Luxe Interiors + Design — the largest network of regional shelter magazines across the country — also featured an engaging Q&A with program spokespeople (and design gurus) Ellis and color trend expert Mark Woodman. That website attracts more than 145,000 monthly visitors. Editors also posted the story to Facebook, where Luxe has almost 992,000 followers.
SAF continues to pitch the positive message of how flowers enhance interior spaces to news outlets nationwide, and is also utilizing paid promotion on social media to generate widespread exposure of the videos.
Stay tuned to SAF publications for more on program results in the coming months. SAF members can take advantage of the videos and high-quality photography available on aboutflowers.com/twominutetrends to enhance their local marketing and social media efforts. Funding for the Architectural Design of Flowers program was provided by Asocolflores.