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Home ecology study gets PR push from 1-800-Flowers.com

Aug. 21, 2008 – 1-800-Flowers.com, Woman's Day magazine and Red Door Spas announced a new partnership to cross-promote flowers.
1-800-Flowers.com, Woman's Day magazine and Red Door Spas announced a new partnership to cross-promote flowers. The joint campaign relies heavily on results from the Home Ecology Study, research that was conducted at Harvard University on behalf of SAF and the Flower Promotion Organization (FPO) Alliance.

The campaign includes efforts by each company, including:

  • 1-800-Flowers.com already offers the "De-Stress and Recharge" collection, featuring select flowers and beauty products coordinated with specific moods or feelings. Customers also can buy sunflower arrangements, designs that, according to the company's Web site, can make them feel more alert, decisive and even more optimistic — this floral-inspired can-do attitude is supported by the findings of the Home Ecology of Flowers Study.
  • Essential oils derived from plants and flowers are the "essence" of Red Door Spas' Aroma Balancing Massage. Through Sept. 1, the nationwide chain also will give away free lotion to massage clients.
  • The Web site of Woman's Day magazine will feature "rejuvenation and relaxation techniques" that incorporate floral scents.

"The campaign focuses on health and wellness and targets a national audience," says Yanique Woodall, director of public relations at 1-800-Flowers.com. They decided to use the Home Ecology Study because, Woodall says, it "was very well done."

Throughout 2006, the SAF/FPO Alliance partnered with Nancy Etcoff, Ph.D., of Massachusetts General Hospital and Harvard Medical School, to explore the effects of flowers in the home on well-being. The four-month behavioral research study concluded that people feel more compassionate toward others, have less worry and anxiety and feel less depressed when fresh cut flowers are present in the home.
"It is great to see industry organizations capitalizing on the research on the benefits of flowers," says Jennifer Sparks, vice president of marketing for SAF. "This is important information to share with the public."

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