Challenges and opportunities in the beauty sector in the light of Covid-19
Kama used this opportunity to strengthen the consumers learnings of the science of Ayurveda. Engaging our audience with brand led content, in the form of ways in which they can take care of themselves at home, using Ayurveda’s sister science Yoga, and more, led to hiked engagement levels.
The outbreak of a global pandemic has affected all industries at large, with beauty being a small fragment. With advisories to stay safe and stay home, keeping people home and away from Malls & High streets; brands across different sectors of retail have had to re-think and reevaluate existing protocols. With the imposing of the lockdown, beauty brands complied with the closing of their brick and mortar stores. As a result sales suffered.
Under these prevailing conditions, and concerns over safety and hygiene, the beauty industry witnessed a positive shift to clean beauty, with an increased consumer base trusting Kama Ayurveda for its authentic, effective, time tested beauty treatments. This enabled increased belief and trust in the power of using natural, pure ingredients. Social media platforms thus became the main source of communicating with people, creating engaging content in the form of at-home led videos, influencer led live chats, collaborations and more.
At Kama, we used this opportunity to strengthen the consumers learnings of the science of Ayurveda. Engaging our audience with brand led content, in the form of ways in which they can take care of themselves at home, using Ayurveda’s sister science Yoga, and more, led to hiked engagement levels.
Assisting users to cleanse, heal and rejuvenate themselves, our social media platforms helped our audience incorporate Ayurveda into their everyday living, thereby strengthening the core message of the brand. Giving the people at home yoga videos, and simple regimes to follow, we also used this time to create a playlist on Spotify, named Calm with Kama, which was quickly followed with a second playlist. The activities undertaken were received well, with an increased number of people wanting to experience the workings of the brand.
Once business resumed partially, we saw a lot more consumers reach us via our website. As a result, our primary communication, much like other brands shifted online. We were servicing existing consumers, as well as new audiences, who discovered us during this period.
As stores resumed, we created the necessary protocols to ensure utmost safety and health of our discerning consumers, store personnel, and warehouse staff. Sanitizing the store every few hours, deep cleansing it during the course of the day, adding sanitization stands, 100% contactless payments, and practicing social distancing, were some of the aspects reworked by us, to ensure utmost readiness at our end.
After the relaxation of the lockdown, and areas other than red zone opening to the public, it has been interesting to see how beauty brands are keeping their consumer base. With no testers placed in stores, to allow consumers to use the product, and decide the way forward. We have replaced testers with complimentary samples, given with every purchase.
With the customer engagement at the store level undergoing a paradigm shift (discontinuation of testers, maintaining social distancing, and more), we decided to replicate the pre-covid store experience online, creating an Ayurvedic Beauty Consultation that can be taken from the comforts of the consumer’s homes. This experience allows for people to easily book one on one consultations with our experts to address their skin, hair, body and wellness concerns, all from the comfort of their homes.
As the curve begins to flatten, and we resume business as usual in the beauty industry, the beauty industry, amongst others will constantly have to reposition and strategize the way forward. Providing consumer delight in the form of authentic, time-tested and effective Ayurvedic Beauty will forever be the core of all activities undertaken.