When women’s apparel company LOFT told Instagram followers to “Buy yourself flowers,” the floral industry applauded. Now LOFT’s sister brand is getting in the act with its own flower-friendly promotions.
Ann Taylor sponsored a Facebook ad on Feb. 9 telling consumers, “Every Woman Deserves Flowers.”
Ann Taylor also shared a photo of flowers with Facebook followers with the message “Because a fresh bouquet is always a good idea.”
These floral-friendly promotions are an about face from May 2017, when the Society of American Florists contacted LOFT about in-store signs that read: “Why buy flowers when you can wear them instead?” After learning about the Feb. 3 Instagram post, SAF sent a thank-you note to LOFT.
Ann Taylor and LOFT aren’t the only companies sharing flower love this Valentine’s Day season.
“Buy yourself flowers” is one of the messages consumers will find on the back of Oui by Yoplait lids. The message is part of the yogurt brand’s campaign to help busy consumers find their “me” moments.
SAF sent a thank-you email to General Mills, which own Yoplait: “On behalf of the entire floral industry, thank you for reminding your followers about the joy of treating yourself to flowers.”
As the voice of the floral industry, the Society of American Florists contacts companies about negative — and positive — floral references. For more information, contact Jenny Scala at firstname.lastname@example.org