“Our inspiration could not be simpler – to increase per-capita consumption of fresh flowers in the United States through effective, nationally-scaled marketing,” Leite said. The core goal is to shift public perception, making flowers a part of daily wellness rather than something limited to gifts or special occasions.
Leite emphasized that flowers are often overlooked as tools for emotional well-being, yet they offer simple, powerful benefits. “Flowers provide a tangible, immediate way to brighten someone’s day,” she said. That Flower Feeling seeks to embed this message into consumers’ lives by highlighting how flowers can naturally reduce stress and boost mood, making them an integral part of self-care.
The campaign’s tagline, “Self-Care Made Easy,” aligns with today’s growing focus on mental health and well-being. Leite noted that the self-care industry is valued at $11 billion, but flowers have yet to claim their place in this space. She believes they deserve recognition for their scientifically proven ability to enhance emotional well-being.
“This message has resonated with consumers, especially during times of heightened stress,” said Leite, referencing the increased demand for self-care products during and after the COVID-19 pandemic. Unlike some wellness products, flowers offer an affordable and immediate way to lift someone’s mood.
That Flower Feeling relies on participation from key floral industry players, from growers to retailers. "Collaboration is at the heart of our campaign’s success,” said Leite. The initiative provides branded marketing assets that industry stakeholders can integrate into their own efforts, creating a unified message across digital and in-store platforms. These resources are available for free and the campaign is hosting a webinar on Nov. 14 to guide partners on how to use them effectively. The aim is to drive home the message that flowers are more than decorative—they are essential for self-care.
Social media is critical to the campaign’s success. As Leite said, "Social media and digital marketing are central to how we reach our audience. Our campaigns focus on shareable content—whether it’s a stunning bouquet or messaging about the health benefits of flowers."
Platforms like Instagram, TikTok and Pinterest allow the campaign to connect directly with consumers through visual content and relatable stories about self-care. Additionally, That Flower Feeling utilizes digital audio platforms like Sirius XM Radio and iHeartMedia to reach broader audiences, with targeted paid ads enhancing visibility and engagement.
The pandemic heightened the public’s focus on self-care and That Flower Feeling quickly adapted. Leite noted that during this time, consumers began looking for ways to improve their mental health while at home. "We leaned into this trend by positioning flowers as an essential part of self-care routines," she said.
Post-pandemic, the campaign has continued to emphasize the emotional benefits of flowers, a message that resonates with consumers who have embraced self-care as part of their lifestyle.
Positioning flowers as wellness products rather than luxury items presents both challenges and opportunities. Leite shared that the campaign is focused on inspiring consumers to see flowers differently and to, rethink how flowers fit into their daily lives.
While the campaign has already seen success in shifting consumer perception, Leite acknowledged that long-term change will require the full support of the floral industry. “True transformation will only happen when the collective efforts of growers, wholesalers, retailers and other stakeholders align with our vision,” she saidd.
The future of the initiative is promising. As Leite pointed out, the campaign’s impact has been encouraging, with growing support from both consumers and industry partners. “We’re excited to continue expanding this mindset in the years ahead,” she said.
