'Tis the Season- for Weddings that is!

Wake up and smell the roses, wedding season is in the air! 

As we move through spring and into summer, Wedding Season is fast approaching! "June has long been the most popular month to get married-- in 2012, 17% of American couples tied the knot in this early summer month."(source) This is an excellent time for companies to use these special occasions as a perfect platform or promotion for their products and brands. Whether companies choose to alter their typical products to incorporate the wedding state of mind, or simply embrace the season in their advertising, this is a crucial time for brands to capitalize. 

Advertisements Embracing the Season
Alter advertisements to reach new brides

Often during spring and summer companies will alter their advertisements to embrace the increasing quantity of weddings. This is an efficient way for companies to reach consumers with weddings on their mind.

Gillette took their usual goddess-emphasizing Venus Razor to a new level during wedding season, advertising the legs of a bride next to her groom. With her "seriously smooth legs," her garter slid right down to the top of her foot. Every bride strives to look perfect on their wedding day; With advertisements like this not only will it catch the eye of brides-to-be, but any girl or woman paying attention to their appearance. Advertisements like this are a great way to expand your consumer base.

Another company trying to distinguish itself during this special season is Crest. Focusing on their whitening products, they have released advertisements showcasing how well their toothpastes and Crest Whitestrips work. Demonstrating the success of these whitening products on a bride wearing all white is a great way for Crest to make a pretty large statement.


Wedding Inspired Product Creativity
Develop new products to expand your audience

Other brands develop an entirely new product line to market during wedding season. These enhanced product lines capture the attention of brides who maybe wouldn't have used your brand otherwise. It also gives your brand a great edge over competition. If competing brands don't offer these same specialty items, consumers will have no choice but to look to you.

A brand that has utilized this strategy before is Philosophy Skin Care. Philosophy has used both previous skin care lines with new and adapted packaging, and also designed a new line specifically for brides. The idea behind using their previous skin care lines (like Hope in a Jar) and adding it into their "Here Comes the Bride" package is smart because existing customers may already use and enjoy this product regularly and may now splurge on the extras. These existing customers may also spread the word to their soon-to-be-married friends.

However, Philosophy has gone beyond this special package and created "The Bridal Party" shower gel set. Including scents such as "Wedding Cake," "Bubbly," and "Bridal Bouquet," these products or product packages make for great gifts throughout the wedding planning process. Altering product lines like this draw in consumers that may continue to try other products under the Philosophy brand in the future.

      

 

Another brand that has used a similar idea is Essie. Constantly releasing new colors, Essie creates a bridal polish line each season in hopes of reaching those brides-to-be. With lighter shades of cream and pink they creatively name these colors things like "tie the knot" or "happily ever after." Something as small seeming as a nail polish can play a crucial role on your wedding day and this provides a way to reach out to more consumers and differentiate yourself from other competing brands. 

Bridal Specials 

Many specials are offered to engaged couples or future brides during this season as well. Different workout specials are offered to get brides in shape prior to the big day such as Pure Barre's three month unlimited Bride-to-be Special. Also known to offer special packages or giveaways are: Baked Tanning,  Clarisonic, Macy's "Scan for a Grand," and other similar products and services.

Whether you're a well-known beauty brand like Philosophy or an essential daily necessity like Gillette razors, you should utilize this time to promote your brand. Developing new product lines or just simply adapting your advertisements to the upcoming occasion, wedding season can really be leveraged to amplify your brand.

Throughout the next couple of months, be sure to look for ways to promote the perfect brands and products for the perfect day!