Crisis in Ukraine: How Deciem Brand Steps Up to Help.
It’s hard for me to believe there’s a war happening on the other side of the world at this very moment in 2022, and the crisis has become a social responsibility test for brands once again after many that occurred in recent years. Brands’ actions say about their value and image; the response will impact consumers’ decision-making. I’d love to focus on the beauty brand Deciem and its parent brand Estee Lauder, to follow up on their answer to the crisis.
If you haven’t heard about the Deciem brand, check out my previous blog and learn how it dominates social media with one simple formula that marketers need to know.
About Deciem:
Here is a brief overview for those who haven’t heard about the brand: Deciem is a rising science-based beauty brand founded in 2013 and acquired 76% by the world’s leading cosmetic company Estee Lauder. Deciem is famous for its transparency on the active ingredient, affordability, and social responsibility.
Response to Ukraine Crisis:
Deciem
According to Deciem’s Instagram and LinkedIn on March 2, 2022, Deciem has made two donations of CAD 50,000 to Project Hope and the Canadian Red Cross in response to the invasion of Ukraine. On the E-commerce site, there’s no option to change location to Russia to shop.
Estee Lauder Companies
On March 7, 2022, the parent company Estee Lauder has announced that the Estée Lauder Companies Charitable Foundation (ELCCF) has committed $1 million to support relief efforts in Ukraine. The company suspended all business investments and initiatives in Russia. They shut down both their stores and brand site retailers in Russia. The company also claimed to support its employee and provide compensation.
Brand Value Behind the Respond
Brand’s true value and image reflect deeply through the response and action to the Ukraine crisis. Consumers nowadays are taking these factors into account, determining the value consistency when choosing a brand. In this case, social responsibility plays an essential role in both Estee Lauder and Deciem brands. It is also one of the keys that made their business successful and popular besides offering products with great value.
The responses from both brands proved that their action is consistent with their company values of taking social responsibility seriously commit to supporting society. Deciem brand, on a smaller business scale, donates a total of $100,000 to two non-profit organizations, which align with their business size and brand value. Estee Lauder donated an overall $1 million in humanitarian relief funds on a more significant business scale and helped the humanitarian relief efforts in Ukraine, which is remarkable.
When crises like what happened in Ukraine occur, it affects every individual and brand. After many social situations occurred in recent years, brands and individuals seem to be doing a better job of taking responsibility immediately to help the people in need. People are paying attention to where the brand stands when things happen, and I believe the proper response and action to a crisis from a brand is the best marketing a brand can do to bring people closer and make the brand rememberable.
