Less than three months into 2020, the world witnessed major changes under the effects of COVID-19. Day by day, we have all learned how to come together and navigate the new normal: Governments making great efforts to encourage self-quarantine, businesses deciding on radical changes to support their customers, households adhering to new safety regulations, and each of us understanding more about how to stay healthy during this time.
A healthy, well-balanced life is no longer synonymous with an outdoor, social lifestyle. Instead, we’ve found ways to exercise inside, communicate with friends and family virtually, as well as simply spending more time alone, learning new skills, relaxing or playing video games. Rising up the leaderboard of top quarantine activities is self-care. The industry as a whole is experiencing an increase in interest. Perhaps self-isolation has had an impact on self-reflection and we’re finally ready to discover new ways to take care of our physical health, as well as our mental and spiritual wellness.
It’s not surprising to see that beauty brands and wellness companies were among the first to step up and provide their communities with guidance and support. Although they are not considered a “necessity”, the beauty and wellness industry is still offering a great sense of comfort and balance to an otherwise situation. We’d like to highlight some ways that beauty brands and customers are coming together to build a new meaning of solidarity.
Prioritize hand sanitizer manufacturing
A significant portion of beauty and self-care products has always been dedicated to body cleaning and sanitizing. However, as hand sanitizers and hand washes around the world rapidly run out of stock, beauty companies of all sizes have stepped up to make essential products their priority. Estée Lauder, a giant cosmetic conglomerate, announced that it will dedicate its biggest U.S. manufacturing plant to the production of hand sanitizer.
The company’s statement in March 2020 confirmed that its factory in Long Island, New York, will provide hand sanitizers to high-need groups, including front-line medical staff. Glossier, a young beauty brand, also donated a significant quantity of its first line of hand cream to medical professionals as a way to support the community and its heroes during this time. Other beauty brands like L’Oréal, Coty Inc., Curls, and many others, are also contributing to these efforts by including or ramping up their hand-sanitizer production lines.
Helping health care professionals ease stress
Every day at 8 p.m. around the world, many people cheer for their health care professionals as a gesture of appreciation and encouragement. Clearly, we all need our courageous doctors and nurses, who put themselves at risk for the wellbeing of others.
Ipsy, a beauty product subscription company, recently launched a “give back” program for healthcare workers, by donating 50,000 self-care packages filled with beauty products to healthcare workers in the U.S. On top of that, Ipsy is also hosting a charity for the American Nurses Foundation’s Coronavirus Response Fund, aiming to reach $100,000.
The care packages, according to Ipsy, are a gesture of care to help healthcare workers ease anxiety and stress during this challenging time. All they have to do is sign up via this form on Ipsy’s website.
Offer self-care bundles to customers
Naked Retail Group, amongst many other brands, is offering self-care bundles for customers of all genders and ages. Everything from supplements, to body wash, sleeping tea, and even candies – these sets curated from various brands will surely bring a sense of care and comfort to those spending their time at home.
Along with self-care products, many brands are offering self-care guides and worksheets to encourage mental wellness. Create & Cultivate have introduced a handy guide specifically to help guide us through this trying time, with many valuable materials for tracking habits, practicing self-reflection, and even tracking sleep hours and patterns. Intending to nourish and heal, Create & Cultivate is one of the many brands helping customers adjust to this new lifestyle – from personal and social, to the new challenges of working-from-home.
Holding virtual beauty events
Staying at home doesn’t mean people lose interest in beauty, especially in the makeup community. Base Beauty Creative Agency is hosting a virtual beauty event, where selected influencers share their stories with participants. Their goal is to honor connections between communities and thought leaders, even in a time of isolation.
With the power of social media and the Internet, virtual classes and meetups are easier to host than ever. EventBrite has a page for customers to look for virtual forums on hair, beauty, fashion, and makeup. These events are a great way to participate in online discussions, classes, as well as engage with a passionate, like-minded community. Staying connected during a time of social separation is a challenge for many people, so these virtual events can offer a new way for people to adapt to their current reality.
Offering ways to incorporate self-care in everyday routines
Amongst the many changes our world is witnessing, the meaning of “self-care” has taken on a radical new meaning. Before this, self-care was commonly understood as an activity that took time and effort: A relaxing bath, making time for relaxation, learning how to meditate, or taking a trip to break away from the business of everyday life. For a lot of people, self-care was a luxury. But now, more than ever, self-care is more accessible to everyone.
This is a collective effort for the community and industry to reinvent the wheel, to creatively come up with ways to practice self-care in a limited capacity. This means that everyday routines can be made into a nourishing experience. Headspace, a science-based mindfulness app, is offering a feature called “Weathering the Storm” specifically designed to help people cope with the current situation. This free feature offers to turn everyday-routine into a chance for self-care. Some of these practices include Walking at Home, Dozing off, or even Panicking.
Free workout resources
The fitness industry is among the most affected industries witnessing a huge shift in consumer behavior. Gyms and fitness centers have temporarily closed, forcing people to find alternatives to their quest for a healthy lifestyle: research showed that half of those seeking gym replacements have turned to working out from home.
For this reason, CorePower Yoga has turned to their social media platforms to engage customers and followers in free workout classes. They also offer on-demand classes for $19.99 per month, but hey, Instagram Live is a very viable option!
Offering resources for dating and sexual health
One important aspect of health and wellness, in general, is practicing safe dating and sexual health. With many adults living alone, up to 35.7 million households in the U.S., social distancing can put a big strain on intimate relationships and dating.
To help us get close whilst staying apart, many dating apps have found ways to encourage meeting new people virtually. One such app, Bumble, had previously only allowed users to match with others within a 100-mile radius, however, it now offers ‘matches’ anywhere in the user’s country. Similarly, Tinder introduced “Passport”, where free memberships can “travel” to meet new people from all over the world. Lastly, Hinge offered an option for people to “date from home”, a button that tells their partner they are ready to go on a date via video chat.
Reaching new audiences
According to the Global Wellness Institute, some of the highest wellness revenues came from Beauty and Anti-aging ($1.02 trillion from 2013 – 2015), followed by Nutrition and Weight Loss ($574.2 million). Wellness has always been vital for everyone, however, it has historically been catered towards women, and from a rather superficial perspective. It seems that adjustments to our lives and lifestyle, due to COVID-19, have shifted people’s idea of practicing wellness, and allowed space for new audiences.
Many support groups and live events have catered their attention to minorities and other vulnerable communities. The Black Male’s Mental Health and Well-Being Facebook Live Support Group hosted an event on 4/4/2020, it was a safe space for men of color to learn more about the situation, share their thoughts and feelings, as well as engage in a welcoming community.
Senior citizens are among the most vulnerable communities feeling the effects of COVID-19, to help ease minds during this time, there have been many resources released that focus on caring for elders during this time, how to advise elders, and even at-home senior workout videos.