Flower Lifestyle

Sharing Yan’s passion for flowers

Flower Council launched lajoiedesfleurs.com in France October 21, 2012

A big outdoor Advertising campaign for a website called “lajoiedesfleurs.com” (the happiness of flowers) is ongoing in Paris. By using a teasing video “Dear Madam, what’s your favorite flower?” repeated on LCD screens in the metro, the campaign encourages people to discover a new website about the flowers. On the website, you can watch the interactive video entirely and find out your favorite flower (supposing you didn’t know it…)

Not surprisingly, I found out the institution behind the website (although it’s not yet very well ranked by search engines): Flower Council of Netherlands, who is also the one behind justcrhys.com and many other website promoting flowers. 

Flower industry being an important part of Dutch economy, Flower Council is the only governmental organisation I know doing real “floral marketing”. When I wrote my paper on “Florists’ marketing” 2 years ago, I noticed a decreasing trend of flower consumption in France, a result of competition from other “gift products” like wine and chocolate. In order to maintain the flower consumption at a stable level, the only way is to create new needs more emotional  than functional. I’m happy to see finally the creation of “lajoiedesfleurs.com” as a reply to this trend. 

I think the vision of Flower Council clearly express this idea:

“We promote all the positive things about plants and flowers, to people in the Netherlands and around the world, by letting people experience the happiness they bring, and by encouraging people to share that fabulous feeling with others.

Not only do flowers and plants look beautiful, they can also boost the mood: cause surprise, bring happiness or offer comfort.

Flowering plants have the power to unleash a wide range of emotions, which all come down to one thing: happiness.

This is what makes the ordinary so extraordinary. Flowers are a rich source of happiness. Something beautiful grows with every plant.”

In terms of execution, although the 5 guys are quite charming, I’m afraid that the style of the website is too much consistent with the homepage of “Flower Council”, meaning a Dutch style not as  modern and glamorous as French image of flowers. I personally find it a pity that Flower Council didn’t try to modernize the image of flowers and make them more fashionable. Paris is a fashion capital!   

 

Spring at Justchrys March 21, 2010

I LAUGHED when I saw in the last “Justchrys spring 2010 newsletter” that the Secretary Day (April 15) is now called Administrative Professionals’ Day. Another invention of florists, of course. Definitely I find that florists have the sense of humor, and the sense of business too. In fact, many “floral holidays” are inventions of florists or have been promoted by florists, like the Saint Valentine’s Day, the Mother’s Day, the Grandmother’s Day, the Secretary Day, etc. Some of them have commercial success, the others failed. The Secretary Day didn’t have the popularity expected by florists, so apparently for this year they decided to include more target groups in their promotion campaign.

 

Having said that, my objectif was only to share with you the new spring collection of Justchrys. Always more creations and original ideas for the promotion of chrysanthemums. But when will they change the atmosphere of the main image? (See my previous critics about the images of Justchrys)

 

 

  

    

     

 Courtesy Justchrys

 

 

Critics : About Justchrys’ images November 2, 2009

 

I personally think that Justchrys has a good Marketing strategy, at least a new and daring one. Nevertheless, I don’t always appreciate their artistic photo creations. The world they build throughout their communication images is so artificial and distant that I think consumers wouldn’t easily be able to identify with this lifestyle and atmosphere.

 

Justchrys Autumn 2009

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Courtesy Justchrys

  

Above is the Autumn picture on the front page of Justchrys‘ website. Well, I understand they wanted to associate the Chrysanthemum image to a more luxury and sensorial positioning, but the execution, in my opinion, is not at the height of the project.

  

I have done a little research in my image archives and have found two photos that I would use to represent the Chrysanthemum. The image of Chrysanthemums here is glamour and aspirational but remains natural and accessible.

  

Liliy Donaldson Elle UK chrysanthemum chrysanthème 菊花模特photo model chrysanthemum flower 菊花模特

  Courtesy Elle Magazine and Numero Magazine

 

 

My flower book (13): Chrysanthemum

 

The 1st November was All Saint’s Day in most European countries. It’s the day when people go to cemetery for their lost family or friends. I don’t know if Chrysanthemum is always their first choice for this day’s flower, I have seen at Parisian florists’ a lot of other flowers like Lily, Hydrangea and Iris, etc., though there were many kinds of Chrysanthemum too.

However, Chrysanthemum is not a cemetery flower. In China, it is the symbol of longevity and rare species are very expensive and sought-after. Justchrys, the organisation pour the promotion of Chrysanthemum has done a great work to change the image of the flower in the West. I find that people begin to accept this flower and appreciate its beauty, it original scent and its variety.

  

I did this bouquet with 5 big burgundy red chrysanthemums and a kind of orange ones in the form of snowball. I like these colors of Autumn, the best season in a year.

  Bouquet floral arrangement création art 插花

 

 

Flowers in this bouquet:

  

Chrysanthemum: Chrysanthemum / Chrysanthème / 菊花

  

Celosia: Cocks comb / Célosie, Crête de coq / 鸡冠花

 

– Unknow foliage/seeds

 

Just 2dezign August 6, 2009

justchrys logo I am completely captivated by the work of the Dutch agency 2Dezign for Just Chrysanthemum, a co-operation of grower group Chryson Foundation and the Flower Council of Holland.

 

The intention of this project is to fully change the dull image of the chrysanthemum.  With 2Dezign’s practical know-how, market research and innovative thinking, this have used all kinds of fantastic ways to demonstrate the trendy and funky side of the chrysanthemum. This project contains every aspect of marketing the new, unconventional image of the flower, ranging from image and product photography, floral arrangements, advertising and POS materials.

 

A great beginning for another marketing approach in the flower industry.

 

 

JustChrys

 Justchrys american's best model shot

 

 Justchrys arrangement chrysanthemum 菊花插话 justchrys floral arrangement 菊花插花

  

Courtesy Justchrysantemum