How luxury beauty and fashion brands are engaging their customers amid Covid-19

How luxury beauty and fashion brands are engaging their customers amid Covid-19

May 26, 2020 Posted by In The News 0 thoughts on “How luxury beauty and fashion brands are engaging their customers amid Covid-19”

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.

 

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We love you Kiehl’s Community. 💚 #KiehlsSG

Bài viết do Kiehl’s Singapore (@kiehlssg) chia sẻ vào

 

 

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UPDATE: Business resumes from May 13, we can’t wait to get your orders out to you! // In this season of plot twists, I wanted to reach out, check-in with some updates, and let you know that the bowl of emotional spaghetti you’re experiencing on the daily is totally normal. Nobody has all the answers, we can only take deep breaths & try to give ourselves grace. First, the not-so-great news: due to various waves of complications related to Covid-19, we’ll be pressing pause on operations for now and will resume in May. All orders made now will be shipped from May 13. We will extend free shipping for the month of May. And for the silver lining: now more than ever, we hold on to the spark within, celebrating the little rituals that keep us sane, and searching for pockets of joy in every day. During this time, we’ll continue finding other ways to serve our community. That includes reflecting on what kind of new normal we want to help create once this storm has passed. Thank you so much for your patience, and for your continued belief in us. Keep holding on and have faith. Till then, stay safe and take care. My best, Alli

Bài viết do Mmerci Encore | aromatherapy (@mmerciencore) chia sẻ vào

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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What we’ve dealt with and how you can support global covid-relief efforts through our campaign with WHO.

Bài viết do 𝐋𝐈𝐒𝐀 𝐕𝐎𝐍 𝐓𝐀𝐍𝐆 (@lisavontang) chia sẻ vào

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).   

 

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Last week, we gathered everyone at HQ to pack a small gift of appreciations for our frontliners at Hospitals. We would like to help as much as we can in our capability to support as well. Thank you our health heroes! Lets #staysafe and #stayhealthy everyone 🙂 #Repost from @drgeorgialee 600 bottles of @drgl.skincare Skin Repair with more than 7500 strips of silicone tapes from @tlclifestylepractice delivered to the front line healthcare workers at NCID and @tantocksenghospital today. We are making our rounds. We are trying to do something for them every few weeks. Last week, we delivered lunch to the Medical ICU nurses at Seng Kang. Join us to show that you appreciate and are grateful to them 🙏 . . . #covıd19 #covid #coronavirus #istayhomefor #pandemic #survivaltips #coronaviruspandemic #safetytips #frontliners #healthcareworkers #doctorsofinstagram #nursesofinstagram #supportlocalsg #localbusinesses #supportlocalbusinesses #grateful🙏 #givingbacktothecommunity #supporthealthcareworkers

Bài viết do DrGL (@drgl.skincare) chia sẻ vào

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.

 

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Can’t go wrong with a SCARLET mask! @hanlihoefer looks like a mysterious sexy ninja with our silk mask! 😍LOVE! . 🚨 Use the code 15OFF to get a SGD $15 off your total order with minimum purchase of 3 pieces, perfect for adding to your collection of face masks. . FYI, for every face mask purchased, we will be donating 5 surgical masks to Contribute.sg for those who need it the most!! . Safety: our Face Masks are designed based on the N95 structure. All edges of the mask are sealed on the face, with a convex shape giving comfortable air space. A padded nose bridge helps holds the mask in place. And with an in built filter pocket feel free to add an extra layer of protection for additional peace of mind.

Bài viết do 𝐋𝐈𝐒𝐀 𝐕𝐎𝐍 𝐓𝐀𝐍𝐆 (@lisavontang) chia sẻ vào

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. 

 

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Last week, we gathered everyone at HQ to pack a small gift of appreciations for our frontliners at Hospitals. We would like to help as much as we can in our capability to support as well. Thank you our health heroes! Lets #staysafe and #stayhealthy everyone 🙂 #Repost from @drgeorgialee 600 bottles of @drgl.skincare Skin Repair with more than 7500 strips of silicone tapes from @tlclifestylepractice delivered to the front line healthcare workers at NCID and @tantocksenghospital today. We are making our rounds. We are trying to do something for them every few weeks. Last week, we delivered lunch to the Medical ICU nurses at Seng Kang. Join us to show that you appreciate and are grateful to them 🙏 . . . #covıd19 #covid #coronavirus #istayhomefor #pandemic #survivaltips #coronaviruspandemic #safetytips #frontliners #healthcareworkers #doctorsofinstagram #nursesofinstagram #supportlocalsg #localbusinesses #supportlocalbusinesses #grateful🙏 #givingbacktothecommunity #supporthealthcareworkers

Bài viết do DrGL (@drgl.skincare) chia sẻ vào

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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