According to CNC forecasts, the market this year should move R$ 1.6 billion, an increase of 2.5% compared to last year’s date.
Valentine’s Day is one of the most important dates for retail and, according to the National Confederation of Commerce in Goods, Services and Tourism (CNC), commerce should move around R$ 1.65 billion this year, a high of 2.5% compared to last year.
A survey carried out by Globo pointed out that 72% of people intend to give gifts to partners on the date, with 59% of respondents reporting that they intend to maintain the amount spent last year and 15% should decrease – only 26% want to increase.
At this time of year, brands and companies are committed to their campaigns to celebrate the date and, this year, the celebrations are being aimed at all forms of love.
“Among other movements, the growth of the beauty, health and wellness industries has brought space for self-love and freedom of expression, which reflect multiple ways of loving and being loved, breaking with stereotyped cultural patterns that sustained brand strategies so far,” explained Camila Salek, retail expert and founder of Vimer Retail Experience.
This change in view of love can be seen in various locations and campaigns around the world. According to an analysis carried out by the PROPMARK team, most campaigns are precisely celebrating love in all its forms and configurations, taking advantage of the fact that the month of June also has the celebrations of Festa Junina and the month of LGBTQIAP+ Pride.
The campaigns are of the most varied and range from films produced with the presence of celebrities to love stories of anonymous people, promotions to launches of new products. See below some of the campaigns that companies and brands are running across the country to celebrate the day of love.
American
For this one, Americanas launched the campaign “Love can be diverse, and so are gifts. Valentine’s Day? Relax, at Americanas you think so!”. In the film produced by WMcCann, several couples present the different forms of love and show that perfect love.
In line with the brand’s slogan, the video presents products from the beauty, telephony, perfumery, sports, candy, fashion and portable departments.
Buser
Buser, on the other hand, decided to celebrate love at a distance, with stories of couples who need to travel long distances and who use the travel platform to find each other.
Along with the campaign, the company did an action with Estalo and placed several “Dummys” in the cities of São Paulo, Rio de Janeiro and Belo Horizonte, which distributed heart balloons with discount coupons on the platform for those who passed by the tourist spots.
Dzarm
Dzarm invited the couple Agatha Moreira and Rodrigo Simas to star in the “Amores Urbanos” campaign.
The campaign features a collection of clothing printed with phrases that are scattered throughout Minhocão, in São Paulo, an urban space that is the stage for the works of Felipe Morozini, the artist chosen to create the brand’s new collab, and where the photos were taken.
The collab portrays the art that is present in everyday life and is made up of timeless and gendered pieces, with sober colors, monochromatic looks in green and camouflaged pieces in neutral tones.
The boticario
For the celebration, O Boticário is proposing that the date has its representation expanded to the “Day of Love”, celebrating all relationships, from contatinhos and colorful friendships to couples who collect different weddings and polyamory supporters.
The campaign video signed by AlmapBBDO features different couples and plays with the use of classic memes to say that everyone deserves gifts on June 12th.
In addition, the brand is carrying out an action with a free traveling cinema that is touring several cities in Brazil with a program only with love films.
The action began on May 19 in Bahia and will cover a total of eight Brazilian states: Ceará, Piauí, Minas Gerais, Rio Grande do Norte, Alagoas, Pernambuco and Espírito Santo.
“Being close to our consumers is extremely important for O Boticário. We want to be truly close and culture is an excellent opportunity to generate this connection”, said Anderson Carvalho, Regional Marketing Manager at O Boticario.
FreeCô
FreeCô launched the campaign “Bae without shame” to celebrate the date.
During the week of celebration, when you buy a 60 ml bottle of any fragrance of the sanitary deodorizer through the brand’s e-commerce, the second unit will be 50% off.
Pizza Hut
In celebration of the date, Pizza Hut included a limited edition called Hut Crush on its menu. During the 10th, 11th and 12th of June, the chain will offer the new pizza in Heart Format, in Goiabada & Cream Cheese flavor.
Pizza Hut Crush can be purchased for R$44.90 only digitally, via the brand’s website or app, from June 10th to 12th.
Eataly
Eataly entered into a partnership with the NGO Casa Chama, an institution that works on behalf of the trans community, in the “Amore Senza Confini” campaign for Valentine’s Day.
The campaign was produced 100% by trans professionals, it aims to show not only the appreciation of the trans community, but also to express that the gastronomic space is a safe place for everyone and that it believes in all forms of love.
To amplify the message, the brand brings as campaign ambassadors people who share its belief in the plurality of love, such as singer Marina Lima; the CEO of the Black Money movement Nina Silva and her husband, professor Alan Soares; influencer Adri Coelho Silva and husband Marcelo Lacerda, influencer Vitor diCastro and husband Vinícius Cordeiro; the influencer Vinícius Cordeiro; in addition to the founders of Casa Chama, Digg Franco and Mattuza Sankofa.
From June 6th, all profits from sales of Gnochhi Tricolore at the Pasta&Pizza restaurant will be donated to the NGO Casa Chama. In addition, the campaign will feature activations in the complex’s market with 30% off on chocolates and sparkling wines on June 10, 11 and 12 and the sale of heart-shaped pizza (R＄68).
