Marketing Beauty Products as Sweet Treats: The Psychology Behind Food-Associated Marketing Trends and Advertising

There’s something undeniably comforting about sweet treats—a cozy slice of cake, a frothy espresso topped with a swirl of whipped cream, or a buttery croissant fresh from the oven. They tap into our senses, reminding us of warmth, indulgence, and the pleasure of a well-deserved break. As we edge closer to 2025, an intriguing trend has emerged in how brands are harnessing the allure of these delicacies: marketing products with desserts. 

We see it everywhere now—lip gloss showcased next to a perfectly glazed doughnut, perfume displayed alongside a pastel-hued macaroon, and even designer handbags on a café table, flanked by cappuccinos and chocolate truffles. We especially see it in brands like Rhode, Glossier and Too Faced. This deep-dive will unravel the reasons behind such strategies, the emotional triggers at play, and the underlying psychology of food and marketing that helps companies like Rhode position beauty items as if they were mouthwatering confections you simply can’t resist.

The Comfort Aspect: Satisfying the Subconscious Craving

The first place to look when examining the rise of marketing products with desserts is the emotional effect that sweet foods have on our minds. From a young age, many of us associate sugary treats with rewards—that is why they are called sweet treats. 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 these sweet sensations, brands cleverly tap into our subconscious longing for comfort and a sense of reward.

Psychologists often emphasize the link between sweet flavors and our emotional well-being. Sugar can trigger the release of dopamine—a neurotransmitter related to pleasure and motivation—though its effect is temporary. Brands that capitalize on food and marketing take advantage of this dopamine-seeking behavior. A photo of a plush lippie nestled beside a plate of warm cookies helps us vicariously experience that sense of reward, nudging us to complete the purchase for the “feel-good” experience. And while the lipstick may cost way more than a cookie, the mental association makes it feel like a small indulgence we’re entitled to.

Meanwhile, with the world more fast-paced than ever, the comforting visuals of dessert scenes serve as a mini-escape. Who doesn’t want to dream themselves away into a café, sipping on a vanilla latte, or sneaking a forkful of tiramisu while the rest of life’s worries slip to the background? By weaving sweet imagery into product marketing, companies foster an immediate sense of “treat yourself,” bridging the gap between self-care and consumerism.

The Appealing Aspect: Visual Delight and Aesthetic Harmony

We live in a highly visual culture. Smartphones, social media, and endless streams of curated photography have made aesthetics integral to how we perceive value. Pairing a sleek piece of technology—or even a $30 lip balm—next to a buttery, golden croissant instantly elevates its online shareability. At a glance, this might look like a random arrangement, but it’s an intentional use of food and marketing to ensnare the viewer’s senses.

Desserts—especially those found in modern café culture—are often miniature works of art. An espresso topped with a swirl of foam, a pastel slice of cake garnished with fruit, or a vanilla custard oozing from a flaky pastry—these are visual magnets. This sense of style effortlessly complements consumer goods that want to position themselves as refined yet accessible. So, the same way an artisanal cupcake catches the eye, a brand-new makeup or a skincare product glistening next to said cupcake harnesses that attention.

Beyond the immediate visual delight, certain color palettes come into play. Think of how delicate pink icing pairs wonderfully with rose-gold packaging or how a latte’s caramel hue echoes the tones in a “toasty” fashion accessory. This strategic blend of hues isn’t accidental. When companies engage in marketing products with desserts, they’re leveraging color theory, tapping into the synergy between sweet visual cues and the brand’s overall look. It feels cohesive, aesthetically pleasing, and anything that is visually harmonious is naturally more appealing to a browsing consumer.

The Accessible Aspect: Lowering Financial Barriers Through Food Imagery

One key reason marketing products with desserts has surged in popularity: it subtly adjusts our perception of cost. Imagine a scenario where a skincare brand prices its product at $40—arguably beyond a typical impulse buy for some. Now, pair that product with a $5 croissant or a $4 latte in the same promotional image. By placing the product among these everyday treats, the brand frames the purchase as relatively modest and accessible.

This strategic shift is rooted in the idea of “anchoring.” Typically, when we buy a daily latte for $5 or a slice of cake for $7, we don’t feel like we’re making a big financial decision. That treat is a small luxury, accessible to many. So, if a high-end brand’s product is showcased next to something we buy without excessive deliberation, we subconsciously categorize it as part of that accessible, indulgent realm. Food and marketing blend seamlessly here: “If I can buy a cappuccino, maybe this hand cream or lip gloss isn’t such a stretch.” We start to see them as similarly manageable splurges.

In 2025, this marketing tactic seems more prevalent than ever, possibly due to the economic shifts and the global pursuit of momentary pleasures that don’t break the bank, especially with everything being so expensive now. The psychology is simple yet effective: If you routinely allow yourself a sweet dessert, why not reward yourself with a similarly priced (or slightly more expensive) product that also claims to bring joy or comfort?

The Feel-Good Aspect: Emotional Resonance Through Indulgence

Let’s face it: indulgence sells. And what better symbol of indulgence than a slice of velvety chocolate cake or a creamy espresso swirl? By positioning something like a moisturizer or a perfume next to these images, brands tap into that sense of craving. We’re used to hearing phrases like “treat yourself” or “you deserve it” in marketing copy. Linking everyday items to the impulse-driven world of dessert culture heightens the allure, making it seem like each product is a sweet reward rather than a mere expense.

The brand Rhode by Hailey Bieber, for example, has famously employed dessert-like visuals—pink frosting, whipped-cream motifs, sugary strawberry color palettes—to make its beauty products appear almost edible. When you see those dreamy, soft-toned images, you’re reminded of the sensation of biting into a fluffy cupcake. The message: “This product can bring you that same wave of delight.” In essence, marketing products with desserts has become a shortcut to evoke emotional warmth, a sense of self-pampering, and a moment of pure pleasure—no calories required. It has also started dessert associated makeup trends like strawberry girl makeup, glazed donut skin etc…

A Cleaner, Almost Edible Vibe: Why “Yummy” Sells

Another remarkable angle is how these dessert-coded marketing campaigns manage to portray consumer goods—often skincare or makeup—as cleaner, more “natural,” or almost edible in their formulation. Consider a vanilla-scented moisturizer or a lip gloss that smells like fresh berry jam. Linking them to the idea of food can create a perception of simplicity and purity, even if the actual ingredient list might be fairly complex.

In the collective psyche, anything that seems aligned with “real ingredients” or “natural scents” exudes an air of wholesomeness. It’s why fresh bakery smells often feature in real-estate staging: the smell of bread baking conveys warmth and safety. In a similar vein, a brand that claims its body lotion is “infused with cocoa butter just like the rich chocolate cake we all love” conjures images of indulgence minus the guilt. The subtle subtext: if it’s reminiscent of a food we trust, maybe it’s safe, mild, and beneficial for our skin or lips.

t’s no surprise that skincare lines are leaning hard into descriptors like “buttery formula” or “creamy texture” because these terms are also used for pastries and desserts—reinforcing the pleasurable aspect of applying them. Campaigns that referenced food imagery perform better and engage more viewers.

Case Study: Rhode and Its Dessert-Driven Branding

Among the modern vanguards of marketing beauty products with desserts, Rhode has proven to be a standout brand. Their social media campaigns are rife with pastel pinks, swirling whipped visuals, and imagery reminiscent of powdered donuts, raspberry jelly, rich croissants or frosted cupcakes. They’ve displayed lip glosses with dessert names and packaging that evoke pastry parlors, bridging that mental gap between a casual sweet treat and a moment of personal luxury.

Interestingly, Rhode’s $30 lip tint becomes much more palatable when paired with a $5 croissant image. The thought process for many is: “I treat myself to a croissant once in a while; maybe that $30 lip gloss is the same sort of mini-luxury.” In this sense, the brand reduces the perceived leap from a $5 pastry to a more premium purchase. This is precisely how food and marketing works: by coupling it with something inexpensive and indulgent, the product feels like it’s part of a casual treat routine rather than a significant financial decision, this is called mental accounting..

Moreover, the brand’s feed frequently references vanilla, cocoa, caramel, and other sweet scents or flavors, nudging consumers to believe that the product might not just look good but also smell heavenly—basically replicating that dessert delight. That intangible pleasure factor can make the difference between “Maybe I’ll buy it later” and “Let me add it to my cart right now.”

A Sweet Recipe for Brand Success

When you peel back the layers, marketing products with desserts isn’t just about aesthetic photos or playful color palettes. It’s a nuanced psychological strategy that connects with consumers’ emotional states—offering comfort, nostalgia, and a promise of minor luxury. This approach cleverly positions products as affordable indulgences, bridging price gaps by using bakery or café culture as an anchor for familiarity and warmth. It works because it capitalizes on deep-set cravings, turning ordinary objects into “treats” people can savor in their everyday routine.

Yes, there’s a strong sense of novelty involved, but the formula feels timeless: sweet treats remain universal symbols of joy. As we delve deeper into 2025, expect to see more brands embracing the synergy of food and marketing. From skincare lines promising “buttery-smooth lotions” to accessories launched with cafē reference visuals, dessert associations will remain a strategic method to lower psychological barriers and elevate brand appeal.

It’s a reminder that sometimes, amid life’s demands, a simple indulgence—whether it’s a donut or a new lip balm—can offer a sweet slice of contentment. And that’s precisely why marketing products with desserts resonates so powerfully: it frames consumerism as a gentle, cozy extension of life’s everyday pleasures, encouraging us to invest just a little more in ourselves—one sweet treat at a time.

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