Over the past few months, the world has inevitably shifted because of the coronavirus outbreak. In the beauty industry, where much of the work centers around human interaction and face-to-face contact, industry professionals such as hairstylists, makeup artists, estheticians and nail techs have been left with little to no resources as they have shut down non-essential businesses. According to a Poshly, Inc. report that surveyed over 1,000 US-based beauty consumers and professionals, 65 percent of beauty professionals have lost their jobs as a result of the outbreak.
However, there is hope: The times have also called for many professionals, such as marketers and publicists, to pivot. “This time has truly helped to become a better publicist. I have to be so much more creative for my clients,” Tequilla White, Principle Publicist of Tequilla White PR, told ITK.
“I have leaned into more influencer marketing for client campaigns. Being more interactive with their audience through IG live, IG story, webinars and newsletters is a great way to directly connect with their audience while controlling messaging,” said White. “Making sure that your audience feels connected to your brand and supported through this trying time is really key in terms of your communication strategy.”
A number of beauty and style brands have stepped up to help those affected by COVID-19, launching everything from product initiatives to economic crowdsourcing. Below, we’ve gathered a few brands that are spearheading the charge and giving back to those who help beautify our communities.
Dome Beauty has partnered with the Professional Beauty Association and The Makeup Show to launch Dome Beauty Cares, a fundraising effort to support freelance beauty workers.
American Spa partnered with seven brands to produce theSpecial Edition Breast Cancer Awareness Beauty Box, which offered special promo codes for bulk orders so estheticians and spa owners could decide what products they wanted to offer during BCAM. A portion proceeds from orders placed using a Beauty Box promo code were also donated to miscellaneous BCA charities.
How are the women entrepreneurs behind small firms selling skincare and hair products, makeup and more navigating a time when customers are no longer seeing - well, anyone?
Mar Cavallone, founder of makeup lineDome Beauty in Chicago, has been grappling with similar problems thanks to COVID-19. She says she began to notice the effects in early January, as much of her packaging is sourced in China. She was planning a new product launch at the time, and had to find workarounds to make it happen. The additional five new product launches planned for this spring have either been delayed or postponed indefinitely, she says.
Returns in the beauty industry are notorious for producing waste and can bring a brand down as a net loss. "Damaging out" prevents dumpster divers from using/reselling returned product and is regarded as safer for beauty consumers.
As we approach a more sustainable and less-is-more approach to beauty, there are much more sanitary and eco-conscious ways to manage the complicated issue of beauty returns.