Color marketing heats up White Day
/ Courtesy of Olive Young
By Rachel Lee
With White Day coming Saturday, retailers are launching color-themed romantic promotions.
Here, females present gifts to their men on Valentine’s Day, and the favor is returned to ladies on White Day, which falls on March.14.
According to industry sources, companies are offering a variety of “white” gifts, including foods, skincare products and sweets for romantic events.
“This year, our marketing strategies focus on couples’ wishes, such as marking good meaningful memories,” an Olive Young spokeswoman said. “Male customers will find the events useful as our trendy product range helps to choose the right gift for their ladies.” Olive Young is the country’s largest health and beauty store chain operator.
The store chain is holding a “White Propose” event, which offers a selection of gifts such as whitening skincare and cleansing products, perfume and make-up.
CJ CheilJedang, the country’s leading food manufacturer, has also joined the trend.
It has launched a romantic event with its cream pasta sauce. Participants choose one of the food maker’s four recipes using the sauce and send their choice with a love letter to their significant other. Selected winners get giveaways, including a white iPhone 6 and pasta ingredients.
Fashion brands are also offering “white” specials.
British fashion house Paul’s Boutique is offering discounts up to 20 percent for male customers until March. 15. And first 100 to take advantage of them will be given a sweet bouquet.
Italian sport brand Fila is launching the “My Own Sweet Recipe” event on its Facebook page. Participants upload a photo of their recipe on the timeline and those selected will get Fila Gelato shoes.