Valentine’s Day can be a bust for those without a partner. This year, the beauty industry has a game plan. Buoyed by a robust Christmas, the industry is hauling out offers to wrest Valentine’s Day presents away from the chocolate, jewelry and floral categories. What’s notable is that brands are borrowing a strategy that propelled sales last Yule — promoting products for self-purchase for those without significant others.
No matter the intended recipient, Valentine’s Day is shaping up to be the second largest in the 15 years since the National Retail Federation started tracking its sales. According to the NRF and Prosper Insights & Analytics, total spending for the romantic holiday will hit $19.6 billion, up from $18.2 billion last year. Jewelry, a night out, flowers and clothing top the gift list, but if the beauty industry has its way, fragrances, candles and even chocolate wax services could muscle into the top-selling list.
Otherland, a new direct-to-consumer candle brand, seeks to fill the market gap between superluxury brands like Nest and mass-market entries. For Valentine’s Day, the brand has a limited-edition Valentine’s Day Candlegram targeted to “those who are taken or single AF.” Launched last December, Otherland is the brainchild of Abigail Stone,
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