Trend of the Week: Food-Associated Marketing

Now we're not talking about food marketing for food brands, we're talking about brands entirely unrelated to food, that feature sweet, decadent, and indulgent food in their campaigns and advertising. This marketing tactic became very popular in 2024 and we will likely continue to see it throughout 2025. Think of glazed donut skin and strawberry makeup that went viral in the latter half of 2024. 

Sweet foods have a strong emotional effect on our minds. From a young age, many people associate sugary treats with rewards. That sense of comfort and achievement endures into adulthood, translated into latte runs during work breaks or a decadent dessert after a stressful day. By intertwining consumer goods with sweet treats, brands are able to tap into our subconscious longing for comfort and a sense of reward. A photo of a lipgloss getting covered in sweet syrup (see RHODE example) helps us vicariously experience that sense of reward, nudging us to complete the purchase for the feel-good experience. The comforting visuals of dessert scenes can serve as an escape. By weaving sweet imagery into product marketing, companies foster an immediate sense of “treat yourself,” bridging the gap between self-care and consumerism.

Yummy Sells: A Recipe For Success

These dessert inspired campaigns cleverly frame skincare and makeup as pure, natural, and even edible. Vanilla scented moisturizers or berry tinted lip glosses mask their product formulas with food familiarity. Food inspired descriptors enhance appeal, making skincare feel as pleasurable as dessert. Marketing products through dessert imagery not only looks appealing and delicious, it taps into our human psychology by evoking comfort and nostalgia. Framing products as affordable indulgences, brands transform everyday products into treats that can satisfy our emotional cravings.