In Sinnoh Games, once you reach the resort area, you will find a building called the Ribbon Syndicate. In order to get in, each pokemon in your party must have at least two ribbons. Inside the building, once the lady in the front lets you in, you will see that there are two floors. On the first floor, you can buy exclusive ribbons that you can't get anywhere else. On the second floor, you can massage your pokemon. Giving them massages makes them more friendly, but you can only do one a day.