Tinder And Hinge Launch Branded Product Lines Just In Time For Valentine’s Day

Marketing
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With Valentine’s Day around the corner, love is in the air for couples around the world and dating platforms are seeing dollar signs. Tinder and Hinge have both announced collaborations to release branded product lines that celebrate love and singlehood as Cupid’s season kicks off.

Tinder teamed up with Barcelona-based fashion company Stradivarius to release a range of t-shirts in European markets. Each tee features a simple design of the dating app’s logo and a slogan on a black or white base. The three options include “You Looked Taller On Tinder,” “I’m Your Right Swipe,” and the punny “Love Me Tinder.” The shirts are available now on the Stradivarius website and in-store for £15.99 in the UK or €12.99 in mainland Europe.

Along with announcing its first-ever fashion collaboration, Tinder is also entering the world of homewares. The dating platform joined forces with Homesick Candles to take a humorous jab at Valentine's Day culture. The candle, named “Single, Not Sorry,” honors Singles’ Awareness Day, the anti-commercialism antidote to Valentine’s Day that falls on February 15.

According to Homesick Candles, the Tinder collaboration “smells like freedom and fun” and is for the single person who is “young, adventurous and very well traveled, forever on a mission to bring people together.” If you’re wondering what exactly freedom and fun smell like, apparently it’s eucalyptus, fir needle, orange, sandalwood, patchouli, clove, camphor, oakmoss, amber, and tonka bean. The hand-poured soy wax “Single, Not Sorry” candle is going for $29.95 on the Homesick Candles website.

Not to be outdone by its flashy rival, Hinge has also released a physical product in time to capitalize on Valentine’s Day spending. Hinge tapped art and design company Society6 to create a line of limited edition Valentine’s Day cards targeted at the millennial market. Fifteen independent artists designed the colourful and quirky range of 16 cards that celebrate modern romance.

“We wanted to celebrate the moments between ‘we matched’ and ‘we’re getting married!’ because all kinds of love are worth a Valentine’s Day card,” the companies explained. “So we asked 15 Society6 artists to bring these moments to life and let's just say they're certainly not your mom's Hallmark cards…”

The collection features designs that range from romantic, to snarky, to pop culturally aware. “Take the sweaty palms as a compliment,” reads one. “You are my favorite weighted blanket,” reads another. Other options proclaim “Big Wife Energy” and pledge “I’d go to Fyre Festival and back for you.” The Society6 x Hinge cards are available online in sets starting at $15.99.

Tinder and Hinge aren’t the first companies to roll out unexpected products. KFC has gone viral multiple times with its product launches, including limited edition candles, a line of edible nail polishes and even a Huawei phone. Other brands that jumped on the bizarre products bandwagon include Cheetos (lip balm), NASCAR (romance novels), Cadbury (bath products), Burger King (cologne) and Bic (disposable underwear).

Could this be the start of a new trend for the dating industry?