After the winter holiday season wraps up, all eyes turn to February 14 in anticipation of one of the biggest Hallmark holidays of the year. Stores sport surfeits of red-and-pink, couples’ posts take over timelines, and singles share self-effacing memes en masse. Valentine’s Day has terrorized the unlucky-in-love for centuries, but in recent years, a newer tradition—one that pedestals friendship rather than romance—has stolen the spotlight.
Born from a 2010 episode of Parks and Recreation, Galentine’s Day takes place on February 13 and encourages, above all, the celebration of female friendships. Since the holiday started to gain traction in 2016, countless house parties, dinner dates and girls’ nights have been hosted to honor platonic soulmates. Unsurprisingly, brands have wasted no time leveraging this phenomenon, adding themed influencer events and specialized product drops to the mix.
One agency that has successfully navigated this shake-up in the season of love is Autumn Communications with its aptitude for event promotion and influencer partnerships. To promote Amazon’s Galentine’s gift guide, the communications firm publicized a luxury staycation at Foucquet’s New York featuring five content creators from the Amazon Influencer Program.
During the event, participants revealed their shopping recommendations and perspectives on Galentine’s just in time for the 13th. Traitors US star and lifestyle influencer Ciara Miller told Women’s Wear Daily that she viewed the holiday as the “perfect excuse to get glammed up, swap gifts and share some laughs with [her] besties,” adding that “this year, Valentine’s Day is all about the girls.”
If you look closely, you’ll see a masterclass in positioning in session. Many struggle with hosting holiday parties and selecting gifts for loved ones, and the novelty of Galentine’s Day adds another level of uncertainty around what’s appropriate. Enter Amazon’s influencer elite. By showcasing products through the lens of trusted, stylish creators, Autumn Communications successfully turned Amazon’s offering into a holiday lifesaver rather than just another shopping list.
Across the pond, advertising agency Pearl and Dean recently made an impression with the Galentine’s extension of their Malibu and Mean Girls (2024) campaign. All February long, bargoers who purchased Malibu Strawberry products were offered ticket bundles to see the Mean Girls movie musical with friends. In earlier stages of the project, moviegoers were given friendship bracelets and encouraged to wear pink to the theater on Wednesdays. Parallel to the film marketing tactic, Malibu launched the I Got You B.A.B.E.S. initiative, which offers information and training on what to do in case someone ingests a spiked drink.
This campaign highlights an often-overlooked facet of the female experience: the sense of solidarity women get from keeping each other safe. Seventy-four percent of spiking victims in the UK are women, making Galentine’s the perfect time to mix safety with spirits and sisterhood. The initiative reminded its target audience that protection is the ultimate form of friendship and allowed Malibu to establish itself as a staunch advocate for both.
Both efforts highlight the admiration and respect women carry for one another, drawing a stark contrast to the candlelit dinner dates, chocolate hearts and meet-cutes that have for so long defined the month of February. Brands are starting to believe that the platonic approach resonates more with young female consumers, and the tactics they employ reflect that. The shift in PR is clear; in addition to going all out on ultimate declarations of love, there’s merit in going all in on female friendships.
