Health Brands Shift Holiday Messaging Towards Empathy and Support

by CiCi

As the Black Friday advertising frenzy kicks off, personal health and wellness brands are redefining their holiday marketing strategies by emphasizing empathy and education.

Bird&Be, a company specializing in prenatal vitamins and at-home fertility tests, is expanding its Black Friday sale duration from one week to an entire month to alleviate the stress often associated with holiday shopping. Co-founder Breanna Hughes explained to Modern Retail that the pressure to conceive within specific timelines can be overwhelming. To further support individuals on their fertility journeys, Bird&Be is introducing online gift certificates, allowing loved ones to show their support in a thoughtful manner.

In a similar vein, L-Nutra Health, a nutrition technology firm, is releasing a pamphlet alongside its diabetes remission program. This guide aims to educate those gifting the product on how to approach the subject sensitively, ensuring they do not come across as intrusive or burdensome. “We want to help people present this in a way that’s supportive,” said Dr. William Hsu, L-Nutra’s chief medical officer.

These shifts in marketing reflect a broader transformation in the gifting culture, according to Gemma Spence, chief digital commerce officer at marketing agency VML. As inflation and economic uncertainties weigh on consumers, many are gravitating toward practical gifts that fulfill genuine needs rather than purely indulgent items. “Brands are now focusing on messaging that emphasizes care over consumption,” she remarked.

The Honey Pot Company, known for its feminine hygiene products like wipes and body washes, is adjusting its approach as well. While traditionally not seen as a gifting option, director of brand marketing Jazmyn Williams noted that the brand is encouraging customers to stock up on essentials for guests and relatives visiting during the holiday season. The company is offering a 30% discount on its website, maintaining its past promotions while promoting self-care and self-gifting. According to a Gallup survey, around two-thirds of consumers planned to shop for themselves during the Black Friday or Cyber Monday period in 2023.

Bird&Be has noted a more consistent sales pattern throughout the year, with a spike in January as people incorporate family planning into their New Year’s resolutions. This holiday season, the brand is targeting its messaging toward those who may feel stressed by family inquiries about their fertility. Last year, Bird&Be’s Black Friday sale lasted a week, but this year it has been extended from November 1 to December 1 to ease potential pressures. “Pushing urgent sales doesn’t align with our brand values or personal experiences,” Hughes stated. “You can’t schedule your ovulation around Black Friday; it happens naturally.” The company is offering up to 25% off site-wide.

Dr. Hsu from L-Nutra Health acknowledged that the holidays can be particularly challenging for those recently diagnosed with chronic illnesses like diabetes. Well-meaning family members may unintentionally hurt feelings with comments like, “Shouldn’t you avoid that?” The new pamphlet aims to mitigate such situations by offering strategies like avoiding unsolicited advice, providing positive reinforcement, and suggesting activities that don’t revolve solely around food.

“People living with health conditions often don’t face these challenges alone,” Hsu emphasized. A guide for families can help them communicate their care in an enlightening and supportive manner, ensuring that gifts are not only thoughtful but genuinely helpful.

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