SAF contacts companies, like Scentsy, that disparage flowers and asks them to promote products on their own merits.
Along with cupids and hearts, Valentine’s Day brings some companies to run ads disparaging floral gifts and sometimes news media publish stories that contain outdated information, mistakes or are unnecessarily negative to flowers and florists. As the voice of the industry, the Society of American Florists already has responded to three instances of harmful publicity this Valentine’s Day season, including:
- Scentsy sells home and personal fragrances through independent consultants, and just like last year, is distributing fliers that show a picture of dead roses and reads: “One Dozen Roses. Average Price = $50. Lasts about 1 Week.”
- Commercials airing on SiriusXM Radio for ZYPPAH Hybrid Oral appliances say flowers die and stink, and the website for the anti-snoring device reads: “Roses will die after a few days …” In less than an hour after SAF sent an email to the company, a ZYPPAH customer service representative replied, “I am sorry to hear that you found our advertising offensive. I have forwarded your email to our Marketing Team for consideration in future advertisements.”
- Don’t be fooled by the Good Housekeeping headline, “30+ Valentine’s Day Gifts for Her That Are Better Than Flowers.” The list includes “Mod Desk Plant” and “Flowers (and Puppies).” In an email to Goodhousekeeping.com, SAF wrote: “We are surprised, however, by the somewhat negative headline that seems to contradict the content, and dismisses a product that is scientifically proven to make people happy (http://aboutflowers.com/health-benefits-a-research/emotional-impact-of-flowers-study.html). On behalf of our members, the Society of American Florists requests that you consider a more positive headline that does not downplay gifts sold by this hard-working industry.”
“The main point of SAF’s response is to bring attention to the disparaging floral statements, and ask advertisers to promote products on their own merits,” said SAF’s Jenny Scala, director of marketing and communications. In 2016, SAF responded to 23 cases of negative floral publicity, which is up from previous years. By way of comparison, in 2015, SAF responded to 16 cases of negative publicity; 16 in 2014; 10 cases in 2013; 18 in 2012; and 39 in 2011.
Floral industry members who spot ads disparaging flowers may forward them to Scala at jscala@safnow.org.
