We’re experiencing a time like never before. COVID-19 has changed our lives in so many ways; the way we shop being just one. Traditional consumer footfall has come to a standstill, and brands, especially those in beauty, are faced with the challenge of communicating to their customers in a new way. One with a complete digital focus, of which social media is at the forefront.
For beauty brands this can be quite challenging: how can one find the perfect shade of foundation, or that ultra-flattering lipstick colour, without trying it on beforehand?
Despite the hurdles in the road, many beauty brands are finding innovative ways to connect with their consumers on social media…and here are some of our favourites.
These brands are adding value to consumers’ digital experience, whilst embracing innovative ways of connecting with their audience during this global pandemic.
Four of the best beauty brands on social right now
Kiehl’s: Virtual wellbeing
Kiehl’s Instagram page has become a virtual wellness centre, with mental health being a key focus. The Kiehl’s social team are cleverly using the brand’s authority on Instagram to reach out to followers for regular ‘community check-ins,’ promoting mental wellbeing during self-isolation.
It has also launched a series of free virtual wellbeing programmes ranging from ‘Mask & Meditation’ to ‘Healthy Skin Happy Hour’ sessions with its skincare experts.
Dior Stands with You: The power of beauty to triumph over adversity
A timely quote was shared by the Dior team when the pandemic began. From its namesake designer, the quote is poignant and connects to the brand’s heritage. The quote said, “Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too.”
To connect with this quote and also give back to their dedicated followers, the brand has been sharing regular beauty rituals, with the help of its creative directors and beauty experts from around the world, allowing customers to create a Dior-style environment in their homes. Not only can being in an environment you love help calm you, but it has the power to make you feel content, and Dior has shown that it wants to enable this positivity during this difficult time.
“We believe in the power of beauty to triumph in the face of adversity. We’d like to be even closer and more helpful to you during these difficult times.”
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#DiorStandsWithYou "Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too" said Christian Dior. And it is particularly in these trying moments that this missions rings truer than ever. We believe in the power of beauty to triumph in the face of adversity. We’d like to be even closer & more helpful to you during these difficult times. As of tomorrow, via Stories and Live video chats, Dior will share regular beauty rituals with the help of our Creative Directors, world-renowned experts and friends of the House for you to recreate at home: Create a nice cocooning atmosphere with home perfuming rituals. Create ambient lighting that calms and sooths. Or just simply enjoy a relaxing bath. Dior will keep you company and be there for you with these caring & expert tips. Let's stay safe, support one another and share our inspiring beauty rituals to the world on @DiorBeautyLovers. • #StaySafeStayHome #DiorStandsWithYou
MAC Cosmetics – Virtual try-on
MAC may have closed its stores, but it doesn’t mean its consumers can no longer try on its products.
This forward thinking brand introduced IG Try on when lockdown first came into place. Users can find the tagged shoppable item on their Instagram grid posts, click to shop and they’ll find the option to ‘try it on’. Here MAC uses an Instagram filter to allow its consumers to try on the lipstick shade virtually…who needs stores when you have Virtual Augmented Reality?
Glossier – The cult beauty brand
Glossier built its cult brand advocates on Instagram, so it’s no surprise that this young brand has found innovative ways to keep communication open with its consumers.
The millennial beauty brand shut its stores earlier in March, and launched Glossier Live Edit, a new video chat program where you can connect virtually with a Glossier team member (AKA a Live Editor) for your very own, 1-to-1 Top Shelf treatment.
The Live editor is a personal show-and-tell routine where customers can ask beauty questions (about Glossier and beyond) and share products they’re loving. The session is continually fully booked, showcasing its success. Glossier’s openness to including other products shows its commitment to its following and their wellness. This approach can only improve their relationship with their consumers.
The brand has also donated products to those working on the front line – keeping their spirits high and showing appreciation for those putting themselves at risk to save others. Well done, Glossier!
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We’re grateful beyond measure for the healthcare workers on the front lines of COVID-19. Over the past month, we’ve donated thousands of Glossier balms, face mists, and moisturizers to support these teams. One of the most requested items is hand cream, something that’s been in the works at Glossier for nearly two years. We’re so excited to finally bring it into the world next Thursday, April 23. Starting today, we want to give the first 10,000 Hand Creams to the hands that need it most right now. If you work in a hospital in the U.S., click the link in our bio to sign up for you and your teammates. To the rest of our community, we can’t wait to bring Hand Cream to you next week! ✨ Update: Due to the amazing response we've received, we've reached our cap of 10,000 Hand Cream donations! We’ll be following up with the remaining applicants who are verified healthcare professionals✨
So there we have it. Our top four beauty brands on social media, showing how we can provide extra value for our consumers and keep front of mind even through extremely difficult times. Which one is your favourite?