• by Karlene Lukovitz  @KLmarketdaily, February 12, 2018

Mars Wrigley Confectionery U.S. is putting an unexpected spin on the candy-for-Valentine’s Day tradition.

On February 13 through 15, the company is offering free salon “TREATments” in a confectionary-themed, “candy-coated” pop-up salon in New York City. 

In line with the romantic holiday — and new Mars research that found that 74% of adults surveyed think that a treat is sweeter when shared with a friend — only reservations for two are being accepted through the “Mars Sweet ReTreat” site. 

The services being offered include a manicure or pedicure using shell lacquers in colors inspired by Skittles and Starburst candies (above); a candy counter makeup bar featuring trends inspired by Dove, M&M’s, Twix and Snickers candies; mint-infused hair blow-outs inspired by Altoids and Extra; and a waiting lounge where massages, as well as candy and beverages, are available.

The event is designed to treat fans and spur social buzz, but also to help publicize the research, which supports the premise that candy is dandy — at least in moderation. 

Other results of the 2017 survey (1,000 U.S. residents age 18 and up) include: 98% believe that they can lead a healthy lifestyle and still occasionally indulge in a sweet treat; 66% consider sweet treats a “go-to gift” for friends and family members; 53% would rather give up coffee than chocolate; 28% have purchased a treat because they wanted to share a snap of it on social media; and 27% say they prefer chocolate or candy over baked goods or savory snacks. 

"You don't need a manicure or a blow-out every day, but it's a nice way to treat yourself now and then—and we look at our products the same way,” said Berta De Pablos-Barbier, president, Mars Wrigley Confectionery U.S. “They’re not an everyday snack, but a treat to indulge in from time to time. We’re looking forward to bringing this idea to life by using our iconic brands in an unexpected way.”