By Amelia Cox
There is no doubt that the beauty industry, like most, is facing challenging times with the current climate we are facing.
As we are consuming more content than ever before, brands have had to adapt to the way they communicate with their customers to keep them engaged with their products and services and up to date with industry news and launches. They have also had to explore ways to keep their customers and audience inspired, because afterall, we go to these publications, influencers and stores because the content they produce makes us feel good; the stories they write make us want to try everything, and because the service in store makes us never leave empty handed.
For what is usually a digitally driven industry, I have been amazed by how brands and publications have continued to find ways to go above and beyond to elevate products and key launches despite the hardships of temporary closing stores, beauty editors working from home and from what I can imagine, many key launches and events being delayed by months.
I do praise these brands and businesses for bringing joy and remaining a source of inspiration to me and my fellow skincare rookies during these uncertain times (I say with my overgrown eyebrows, dry skin patches and spots that I have not had for years). I encourage everyone to engage with the below and support our beauty industry that forever supports our hyaluronic acid addictions and helps us feel special and glowy, even if it is just while we are in our pyjamas in our living room.
Live Q&A’s and Zoom meetings
I could think of far worse things to do than spending my Friday evening speaking to the amazing Charlotte Tilbury on a Zoom meeting to hear about her newest product launch. Many brands and beauty journalists have been engaging with their followers via Zoom and Instagram lives and encouraging their audiences to ask questions and get involved. Eleanor Pendleton from Gritty Pretty has hosted numerous Instagram lives with key industry figures including editor of Glow Journal, Gemma Watts and founder of the Elle Effect, Elle Ferguson.
Elle Effect
Elle Ferguson
Facebook groups
I’m not usually a big Facebook user, but with a little extra spare time I found myself joining the Gritty Pretty Gang group and am enjoying getting involved with the skincare and beauty discussions. It’s a great way for a publication to speak directly with its consumers and see what sort of questions it is asking while also enabling it to share its new content as it goes live.
‘At home’ makeup and skincare routines
I feel as though we (myself included) have all had a case of #isoskin and influencers have been feeling it too. Thankfully, they have been sharing their at home skincare routines more than ever through their own and a brand’s social channels. I love how everyone is embracing the whole ‘no-where to go’ routine including Go-To who has posted about its ‘Stay-in Night-time Skincare Routine’. Estee Lauder UK has also recently launched its #DigitalSpa via Instagram live. Beauty influencers including Emma Hoareau and Kavita Cola engaged in a skincare focused conversation and answered questions from their audience while pampering themselves with their favourite products from the brand which made me want to try everything (literally, everything).
Bespoke send outs
Many brands have seen this as an opportunity to make their influencer/media seeding kits home and wellness focused, encouraging a bit of TLC during these times. From encouraging Friday cocktails with a face mask to unwind after a long week of Netflix and walking around the block to Atelier Cologne sending out a beautiful bright posy of flowers alongside their fragrance to brighten the home, brands such as Bondi Protein Co (available from Chemist Warehouse) also recently sent out sachets of the product alongside a recipe card, encouraging influencers to re-create their delicious treats.
Supporting those around us
Bondi Sands launched their ‘Self Care for Selfless Babes’ social campaign to show gratitude for those working selflessly around the world who are helping others during this difficult time. Bondi Sands encouraged their followers to nominate someone who is selfless for the chance to win them their very own self-care pack.
Rise of the beauty editor ‘skinfluencers’
I have loved watching my favourite beauty editors becoming ‘skinfluencers’ – showing off that they have their hands on the newest products and demonstrating how they’re using them in their own homes. When I lived in the UK, the beauty editors we’re more influential than some of the influencers there, so I’ve enjoyed watching our beauty editors share with us their favourite products on more of a personal level than just through the pages they write for.
Virtual 1 on 1’s
What happens when you can’t physically go into a Mecca store? They bring the Mecca store to you – virtually of course! Mecca has recently launched its virtual service where you can book in a time to have a one on one FaceTime call with one of its ever so talented and knowledgeable beauty hosts. You can do anything from a skincare or fragrance consultation and even a makeup lesson which I saw Liz Sunshine do and she nailed it (so that means we all will, right?).
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Supporting the industry
I think it’s important to remember that although many brands and publications have been able to adapt to what is happening in the world, it has not been easy for those that have small businesses and are now facing a very uncertain future. One initiative I have loved was started by Beauty Writer at ELLE and Harper’s Bazaar, Kate Lancaster who launched @theselfcaresection on Instagram. She wanted to create somewhere she could share these small businesses along with the knowledge of entrepreneurs while also sharing routines from special guests, tutorials and mini workouts – All the things that make us feel good!
