Daily Management Review

Marketing Strategy Change In Global Beauty Industry In The Age Of Coronavirus


Marketing Strategy Change In Global Beauty Industry In The Age Of Coronavirus
The coronavirus pandemic across the world has changed the manner in which the global beauty industry, which is worth $500 billion, is marketing its products to a clientele that is currently hidden behind masks or stuck at home under government orders aimed at preventing the spread of the virus pandemic,
Companies in the global beauty industry companies had to be quick to adjust and redirect their marketing messages to showcase the relevance of their products even as most of their clients – the women have had their social and travel plans upended and most are forced to work from home.
Make up routines that help women to look polished in video conferences or virtual happy hours are the messages that companies are pitching in the current environment while also promoting skincare as a product that is a soothing ritual with offers a fast respite from pandemic stresses.
Social media platforms have largely been used for pitching these marketing messages because of the speed at which companies can set up campaigns there compared to television. Instagram, Facebook and YouTube are now being widely used for marketing campaigns from brands such as L'Oreal-owned Maybelline and Revlon Inc with videos and picture messages that feature products that are best suited for date nights over FaceTime as well as work-related video conference calls and happy hours on Zoom.
The marketing messages focus on products that are potentially more required under the current conditions such as skin and eye care products as well as home hair-coloring kits.
"You don't have to wear makeup. But it helps," read the tagline for makeup brand Revlon on recent Instagram posts which assured consumers that they could still curl their eyelashes, "even if you can’t curl up to your special someone."
These messages have replaced the previous ads aired on TV even a few months ago such as one for Revlon’s long-wear foundation that showed a model going ot work and then going to the gym.
"Frequent washing doesn't have to result in dry and rough hands," said a Facebook ad for hand lotion from L'Oreal's Kiehl's line.
"You're doing your part by staying in, so we at Schwarzkopf want to help you feel like your best self at home," according to a paid post on Instagram from the at-home hair coloring brand owned by German conglomerate Henkel.
Gretchen Saegh-Fleming, chief marketing officer of L'Oreal USA, a subsidiary of the L'Oreal Group, and is also the owner of Maybelline, hair care line Garnier and cosmetic brand Urban Decay, said that consumer searches on Google and social media conversations are forming the basis for its marketing messages by L'Oreal USA.
She said that self-care products are the focus of consumers as they are stocking them up with demand for large-sized shampoo bottles, skincare and at-home hair coloring products.
According to data from market research firm NPD Group, in the week ending March 28, there was a 58 per cent year on year drop in the total beauty sales in the United States. And amid the collapse of other retail sectors, the beauty industry has been able to  protect its bottom line with the focus on the homebound customers.
In the first quarter, there was a more than 50 per cent growth in the global e-commerce sales at L'Oreal which helped the company to partially offset a steep drop in its retail sales at airports and department stores the company has said.