Model Emily DiDonato gives a makeup tutorial in a Maybelline YouTube video April 19, 2020. YouTube/Handout via REUTERSThe US$500 billion global beauty industry has almost overnight changed what and how it markets to a clientele hidden behind masks or stuck at home to avoid the spread of coronavirus.As consumers' social and travel plans have evaporated and work is conducted online, beauty brands have had to quickly redirect their pitches to show how their products are still relevant.
These ads play up products more in tune with the times such as skin and eye care products and home hair-coloring kits."You don't have to wear makeup. But it helps," reads the tagline for makeup brand Revlon on recent Instagram posts, telling consumers they can still curl their eyelashes,"even if you can’t curl up to your special someone."
"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 . Total beauty sales in the United States declined 58per cent in the week ending March 28 versus the prior year, according to data from market research firm NPD Group. Courting homebound customers has been vital to protecting beauty industry bottom lines as other retail sectors collapse.
For cosmetic brands, lip color will likely be less important as more people wear masks, said Agathe Guerrier, co-chief strategy officer for creative advertising agency TBWA, which counts Estee Lauder Companies Inc as a client in Spain.
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