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This article has been translated from our English edition.
The opinions of the employees of You are personal.
Since the beginning of the pandemic, the course of economies around the world, along with companies from all industries and individual livelihoods, took a very abrupt and unexpected turn for which most were not prepared, but not he had no choice but to assume.
The beauty industry, usually considered future proof, has been uniquely hit. Closed closings, staged reopenings and social distancing regulations have all resulted in pedestrian traffic disrupting. In return, brands had to be creative or risk losing everything.
Beauty companies of all sizes have drastically changed their sales and marketing plans to weather the storm and eventually survive. I spoke to some of the founders behind beauty brands to get more detailed information on how they wanted to turn around during the pandemic and was surprised to learn that all of their approaches were much more than a quick fix for these troubled times. The decisions introduced a “new normal” in the beauty room and also caused a change of perspective.
Greater focus on online communities
What brands should do when their customers can’t physically reach them: Reach customers digitally on a large scale. Bonus points if the brand can exude positive feelings.
“We immediately recognized that the value of home care and little luxury would increase. That is why we showed our customers how our products can help them continue to give pleasure despite a difficult situation.” , He says Julie Longyear, Founder of Blissoma, a holistic and botanical skin care brand.
Longyear adds that while most of us cannot change the big events in the world, we can at least manage our daily lives. Great skin care regimen is one of those constants that can dramatically improve our sense of normality, grounding, and nutrition.
Multiple approaches across multiple touchpoints
If you keep doing what you always have, you will keep getting what you always got. Yesterday’s marketing tactic can no longer be used in the same way. All efforts must be great, especially for brands entering the post-pandemic world.
“For us, 2020 was our starting year,” explains Lela Kelly, founder of Volto Urbano, a skin care brand that defends the climate. Their efforts were overshadowed by the growing pandemic, and by March they were completely dead in the water. When she and her team saw traditional launch channels being closed to business disruption in a completely unique environment, they looked for alternatives to penetrate people’s minds, including philanthropy, multiple approaches to advertising, and original content creation. But he says, “Despite our best efforts, we didn’t make a dent. Throughout the process, we have further refined the response from our current and future customers. “
He then decided to bring in new talent, both internal and external, to achieve the visibility Volto needed. “In the past 60 days we’ve moved through a new PR firm and hired our own email marketing and advertising staff,” says Kelly. “We got most of the marketing in-house and recently brought in college graduates who just need a chance to prove themselves. Their influx of energy and new perspectives have vastly improved our social media presence and sharpened our news.”
Temporary service revolves around today’s landscape
Sometimes the best a company can do is temporarily switch to a completely different service to suit the most current landscape. This was seen as apparel makers started making face masks and as hotels started taking in Covid-19 patients and the homeless during the pandemic.
“When the pandemic started, it was impossible to find hand sanitizer,” recalls Jasmin El Kordi, CEO of Bluelene, an anti-aging skin care brand. “We quickly developed a moisturizing hand sanitizer and shipped it to our customers with every product order. We just wanted to help, but made it an integral part of our product line.”
Kordi also used the scientific strength of its brand to deliver new digital content for many Covid-related topics related to skin health, thereby gaining increased visibility. “We wanted to get into brick and mortar stores and spas in 2020, but quickly shifted our marketing budget to new online channels and digital advertising,” he says. “With this approach our direct customer business could be expanded by 100% in a difficult time.”
In 2021, these survival changes may have led to new innovations in customer care, the use of marketing channels, and how digital approaches play an important role in the overall experience. The beauty industry has changed forever and changed for the better in many ways.