With an estimated 1.7 billion people around the world ordered to stay at home, brands are forced to quickly rethink how they connect and engage with existing consumers, as well as master the art of new customer acquisitions. With social distancing practices in place, digital screens within our homes have become the only touchpoints for which brands can connect with their consumers. This means beauty brands must quickly increase their online presence, providing more digital content to attract consumers. However, given the infinite nature of the oversaturated digital universe, this means steep competition for consumer attention and a need for brands to consider inclusion on well-established third party platforms where their target consumer is already spending a chunk of their time.
In times of crisis, speed is of the essence. As consumer behavior evolves, brands must quickly adapt and react to these changes. During the current global fight against COVID-19, the faster a brand can get its products online in front of millions of stay-at-home users, the higher its chances of survival. Beauty brands must quickly recognize the value and opportunities presented by established social communities, versus the challenges posed by the creation of their own which could take years to build up an active digital community.