With COVID-19 essentially halting traditional consumer footfall, brands are faced with the challenge of how to communicate with them, and underlining the vital role of digital channels.

We have refocused our popular ‘This Week on Instagram’ column to highlight how different brands — across different categories — are communicating with their audiences during these unprecedented times.

This week, we shine the light on the beauty industry and showcase examples of how brands are adding value to customers’ lives, while embracing new and innovative ways to engage in times of crisis.

Community Check-In at Kiehl’s

Kiehl’s has turned its Instagram page into a virtual mental health and wellness centre. The brand has reached out to its audience for regular ‘community check-ins,’ to promote mental wellbeing during self-isolation. It has also launched a series of free virtual wellbeing programmes ranging from ‘Mask & Meditation’ to ‘Healthy Skin Happy Hour’ sessions with its skincare experts.

Dior Stands with You: The power of beauty to triumph over adversity

Parfums Christian Dior shared a timely quote from its namesake designer which said, “Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too.”

In light of this, the luxury beauty and fragrance maison has announced that it will be sharing regular beauty rituals, with the help of its creative directors and beauty experts from around the world, to help customers create a Dior environment in their homes.

In a statement shared on its Instagram page, the company said, “We believe in the power of beauty to triumph in the face of adversity. We’d like to be even closer & more helpful to you during these difficult times.”

 

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#DiorStandsWithYou “Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too” said Christian Dior. And it is particularly in these trying moments that this missions rings truer than ever. We believe in the power of beauty to triumph in the face of adversity. We’d like to be even closer & more helpful to you during these difficult times. As of tomorrow, via Stories and Live video chats, Dior will share regular beauty rituals with the help of our Creative Directors, world-renowned experts and friends of the House for you to recreate at home: Create a nice cocooning atmosphere with home perfuming rituals. Create ambient lighting that calms and sooths. Or just simply enjoy a relaxing bath. Dior will keep you company and be there for you with these caring & expert tips. Let’s stay safe, support one another and share our inspiring beauty rituals to the world on @DiorBeautyLovers. • #StaySafeStayHome #DiorStandsWithYou

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L’Oréal Group says no to social media distancing

In addition to its Europe-wide COVID-19 Relief programme, L’Oréal Group has used its social media channels to open a line of communication with its customers amid the crisis. The beauty giant has also announced that it will create interactive content to ease the pressures of self-isolation.

 

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Take care, and stay safe ❤️

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MAC Cosmetics closes stores, enhances Virtual Try-On

Estée Lauder Companies-owned MAC Cosmetics announced the closure of its stores in the UK and Ireland from 18 March until further notice.

In a statement shared via its Instagram account, the makeup brand also announced that its online stores will remain operational, and took the opportunity to promote its enhanced Virtual Try-On feature. The new digital tool allows customers to test out different lipsticks, eyeshadows, and mascaras straight from their devices.

 

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A message from your M∙A∙C family 🖤

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Stronger Together: Estée Lauder

Estée Lauder shared a message of solidarity to its audiences across its many regional social media accounts. It said, “The health and safety of our employees and community always comes first for us, we know your lives, like ours, have been deeply affected by recent events.”

“Challenges also bring opportunity to talk, share, express hope and support each other more than we ever have, keeping our bonds strong and resilient.” As reported, The Estée Lauder Companies has recently pledged its support to the NYC Covid-19 Response & Impact Fund.

Guerlain acts in solidarity

As reported, Guerlain has deployed its production facilities to produce critical sanitising gel in support of hospitals in France. The French beauty brand’s Instagram account shared a message of solidarity for its staff, and to the healthcare professionals and emergency service workers who are on the frontlines in the battle against COVID-19.