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Brief Published: 14 Feb 2018

Valentine’s Gift Set for Same-Sex Couples


For Valentine’s Day, Swedish beauty tech start-up Foreo has launched a limited-edition gift set exclusively for same-sex couples, offering a refreshingly modern approach to LGBTQ-targeted Valentine’s Day marketing and gifting strategies. 

With the launch of its His & His Foreo Issa 2 gift set (which includes two black silicone sonic toothbrushes), the brand is tapping into its inclusive roots. Foreo is short for “for everyone”, with its products aimed at all consumers – regardless of gender, race, age or sexuality.

This all-embracing strategy has been harnessed by brands in the past via advertising campaigns – see & Other Stories’ Valentine’s Campaign  and Same-Sex Tiffany Ad Fuels Wider Rebrand. However, the brand asserts that this is the first product launch dedicated to same-sex couples. For more on tapping into the LGBTQ market, see Retailers Capitalise on LGBTQ Pride Celebrations, Marketing to LGBTQ Consumers and Make-Up for the Trans Community.  

The silicone toothbrushes themselves showcase innovative design, with flexible heads that adapt to every tooth while gently cleaning teeth and gums. Users can also choose between 16 different tempos, although each speed offers 11,000 high-intensity pulsations per minute to break down plaque gently.

The Valentine’s Day promotion also allows customers to try out the toothbrushes at a discounted rate before their full global release on February 22. For more Valentine’s retail innovations, see Valentine's 2018: Best Digital & In-Store Strategies