The outbreak of Covid-19 has brought about a negative impact on businesses in almost every industry, but it is also a test of ability for brands’ to adapt their strategies and communicate with customers in these unprecedented times. In our previous article, we shined the light on how brands have taken proactive steps to quickly adapt to the pandemic. In this article, let’s take a deeper look at how luxury beauty and fashion brands are embracing new ideas to engage with their customers in times of crisis!
Keeping your customers updated
Kiehl’s Singapore, Beyondthevines, and Mmerci Encore are among brands that announced the closure of their physical stores due to the retail lockdown. Even though almost every business has to close during quarantine, it is still important to keep in touch with your customers and remind them that they can always buy your products online. Better yet, you can also offer promotions or free shipping to facilitate online purchases like what Mmerci Encore did in their announcement.
Creating video content
Engaging customers with video content is one of the strategies that beauty brands such as Beyondthevines, Kiehl’s, and Lisavontang are using at the moment.
Online makeup tutorial is a great way to engage and educate consumers about your products. Yet the fact that many beauty brands are producing similar content makes it hard to capture consumers’ eyeballs. In order to stand out online, your videos need to have something different.
Since the beginning of April, Beyondthevines has launched a series of videos in which makeup artist Airin Lee shares her beauty tips and makeup tutorials. What is worth mentioning here is the way they adapted their video content to current situations such as 5 Minute Makeup to prepare for Zoom meeting and Mask remedy which shows consumers how to care for their skin while wearing masks every day.
Video content is not exclusively for the beauty industry, it can also be approached by fashion brands as well! Last month, fashion brand, Lisavontang posted a video in which Lisa, its founder and CEO, shared her experiences running the business going through this difficult time, and promoted the brand’s campaign to support the community in times of need. In the video, Lisa wore the fashion brand’s latest item and mentioned their new collection to be launched after the pandemic ends.
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Delivering the right message
In this time of social distancing, delivering positive and meaningful messages to motivate customers is a great strategy that is worth considering. Beauty brand Estēe Lauder Singapore successfully approached this strategy with the video praising frontline workers who are fighting against the coronavirus and remind people to look for and appreciate beautiful things in life.
Another brand that is delivering the right message is organic makeup brand Lihtorganics. While putting on makeup is not as necessary with a mask these days, Lihtorganics reminds us that makeup can help to accentuate other features like our eyes, and consumers can feel more confident by looking gorgeous and beautiful (even if it is just for a quick grocery run).
Talking about masks, since early April, fashion brand Lisavontang started promoting its own collection of face masks with fashionable designs and high-quality materials. As face masks have become a part of our daily routine, it is unsurprising to see many fashion brands shifting their resources to produce face masks and keep up with the great demand for this item.
Showing that your brands care
Thinking about how your brands can contribute to the communities in times of need is a great strategy to win customers’ hearts. By supporting the communities, brands can kill two birds with one stone by raising meaningful awareness and fulfilling corporate social responsibility at the same time.
Last month, Lisavontang launched a campaign in which customers buying exquisite pieces on its website would stand a chance to donate $100 USD to WHO’s Covid Relief Fund. The donation will be in customers’ names and receipts will be sent to them directly from WHO. Another brand like DrGL voluntarily donated their facial cleansers to help healthcare workers prevent facial sores from the prolonged wearing of masks.
While luxury brands have different ways to fight against the coronavirus, they are all sending a strong message that they’re ready to support the community, and that’s what the customers need to see the most in this difficult time.
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