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CalFlowers' "That Flower Feeling" Engages Flower Enthusiasts Down a Path Toward Self-Care

Flowers are the powerhouses of the natural world. Beyond their decorative uses, they serve much more meaningful purposes: flowers help us gap physical distances, positively impact relationships, stimulate acts of goodwill, promote physical and emotional wellbeing—the list, which you can peruse in more detail here, is virtually endless.

Conscious of these benefits, the CalFlowers Association has created That Flower Feelingan independent brand made exclusively for the U.S. floral industry that celebrates flower power at its finest. Its mission? To ensure that Americans enjoy flowers at home more often. Time and again, our cultural landscape has trained many to treat flowers as a luxury, making them reserve floral purchases for gifts and special events—not so much for everyday use. That Flower Feeling, then, inspires consumers to break away from the norm and turn flower buying into a personal (and essential) routine.

In partnership with the marketing agency, 180 Amsterdam, and media agency, Designory, That Flower Feeling is launching its first national campaign—Flowers. Self-Care Made Easy.—on January 18, 2022. The lighthearted and very shareable campaign shines light on flowers as the ultimate vessel of self-care, the latter of which isn't always as straightforward as it seems. You have to "pamper, practice mindfulness, balance life and work, and be awesome at all of them," as the brand notes.

A "natural dose of feel-good," flowers—on the other hand—are the easiest and fastest way to self-care. Proven by scientific studies, they lower stress, boost creativity and productivity, trigger happy emotions, and lead to a better quality of life. As the brand explains, "Even the most modest bouquet of flowers can have all sorts of positive short and long term effects on how we feel—in other words, it’s that flower feeling." Not to mention, you never need an excuse to buy flowers for yourself; the answer will always be YES!

Designed with collaboration in mind, The Flower Feeling also encourages flower professionals and enthusiasts to get involved and amplify the campaign's message using their businesses and social media platforms. Participants can gain access to the available roster of audio and visual marketing assets, free of use, on the The Flower Feeling's Partners page.

For more information on this developing campaign, please visit The Flower Feeling's website or follow along on social media using the hashtag #thatflowerfeeling.