Glow at home: Beauty industry remakes product pitches in the age of coronavirus [Reuters]
Meta Platforms, Inc. - Class A (FB)
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Source: Reuters
Glow at home: Beauty industry remakes product pitches in the age of coronavirus (Reuters) - Out: smoky eyes, red lipstick and fake eyelashes. In: dewy skin, under-eye concealer, moisturized hands. The $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. Companies are promoting make-up routines to look polished in videoconferences or virtual happy hours and positioning skincare as a soothing ritual that offers a quick respite from pandemic stresses. The pivot has largely played out in social media campaigns, where companies can move more quickly, and not on television. Marketing from brands such as L’Oreal-owned ( OREP.PA ) Maybelline and Revlon Inc ( REV.N ) on Instagram, Fa
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