A leading U.S. cosmetics and fragrance brand once tried to market flower-scented perfumes in Latin America. Unfortunately, one of these fragrances reportedly failed in Brazil because the flower was reportedly used for funerals in the region. What woman would want a scent reminiscent of a funeral parlor?
As consumers consider flower purchases for Valentine’s Day in the United States, this holiday is an appropriate time to remember that flowers have different meanings in other countries and cultures. Flowers have a wide range of meanings from love to professional courtesy, congratulations and sympathy. Confusing these messages could be disastrous, not only for a cross-border romance, but also for global business. Before sending flowers internationally, research the various cultural connotations those flowers may carry and be sure the message you send is intentional...
Read the rest at "Wrong flowers can mean death for global business" by Adam Wooten in his International Business column on DeseretNews.com
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