Beauty & The Coronavirus
The pandemic created by COVID-19 has put a halt to most businesses nationwide. While we expect consistent growth in the grocery industry, we have seen businesses in other sectors close or struggle to remain afloat.
Our beauty and wellness client, Face Reality, has managed to
grow and exceed all previous projections during this pandemic.
Challenges:
Face Reality Skincare is a local skincare clinic that lacks brand awareness outside of its immediate geographical location. They operate an esthetician clinic in California and produce products designed for gentle, aging, and acne-ridden skin that they sell online. Our challenge was to foster desire and an interest in skincare to a population that was barely leaving the house.
Pennock to the Rescue:
We didn’t hide from the obvious! We are in a pandemic and being forced to live under unusual circumstances. We developed a digital marketing strategy that was relatable and held no punches. We wanted the customer to know, we are in this together.
Our ad addressed “Quarantine” head-on. We know you're in the house, but one day you will emerge. Why not do it with great skin! It also sub-consciously tapped into the way we all want to show up, rather it be in-person or on Zoom. We all want to look great, and being Quarantined doesn’t affect that innate desire.
Our client’s B2B operations also required attention as it was starting to experience disruption. Face Reality runs an esthetician certification program. Skincare is a touchy-feely business. Estheticians touch, poke and prod at a client’s skin to address their needs, which is not exactly a model for “social distancing.” So we had to address the elephant in the room -“Why become certified in a field that is currently inoperable?” Because it can be done online. We worked with the client to build out messaging that emphasized the “online” portion of the training, and the most importantly, the “online” portion of client care. Our esthetician’s could hold consultants online and ship the products directly to their clients.
Economic uncertainty can leave most businesses paralyzed. But the right messaging can bring us together, even when we are apart. We can feel ready to Face Reality together!