Valentine's Day 2023

In response to an increasingly open attitude towards sharing the depths of our feelings, Valentine's Day celebrates the physical, mental, and emotional aspects of love in a subtly suggestive and wholly multi-sensorial manner. Appealing to the senses is a key element in fragrance usage, while tactility and flavor play an important role across décor, styling, food and drink. 

Around the globe, consumers yearned for connection and are embracing the special occasion by splurging on loved ones, and/ or themselves.

While Valentine’s Day celebrates all kinds of relationships, including Galentine’s Day in celebration of female friendships, and National Doggy Date Night in celebration of pets, romantic relationships are still a priority for consumers this year. Google searches for "Valentine’s Day gifts for her" were up 300% YoY, and "best Valentine’s Day gifts for him" were up 200% YoY in 2022.

Icons are a balance of traditional and unexpected, forgoing classic hearts and lips in favor of quirkier alternatives.

• Love letters are a key icons, they are a well established pick that can utilize hearts without them being the star.
• Cherubs bring a cute playfulness to paper goods. To keep it youthful and modern, try stylized cherubs in cheerful pastel hues.
• The phrase "love birds" is a cheeky play on words, use simple shapes and shades of red and pink, forgoing realism.
• Strawberries add a dose of cottagecore inspiration to the mix. Embrace their natural sensuality, highlighting their juicy red color. A summer berry, they will continue to be relevant past the holiday. Strawberries and love birds can be used on small decorative accessories as they have a wider application outside Valentine's Day.

And remember, as we continue to explore concepts of less but better, and better rather than new, consumers are less likely to invest heavily into one specific day. Be sure your products, from candle vessels to the fragrance oil you use, can be appreciated for weeks and even months to come.