Hair Care, Skin Care, Now Covid Care
How Aveda adapted its marketing strategy in the COVID-19 pandemic
I’ve been using Aveda’s hair care products for years and they’ve never let me down. Their shampoo and conditioner provide deep nutrient-powered hydration for my damaged hair (as I like to change my hair color every four months).
“100% Vegan Now And Forever” is the promise of the brand. Aveda aims to deliver natural ingredients, protect environments, and perform sustainability from manufacturing to packaging. The marketing messages around “vegan” and “care” are throughout its website. By using its products, I feel like I’m part of the community that contributes to take good care of the planet.
When the pandemic hits all countries of the globe since 2020, Aveda once again did not let me down.
Stores Are Re-open with Extra Care
As care is at the heart of everything Aveda does, the brand is committed to its customers and teams’ safety, health, and wellbeing. Aveda’s website adds a section that clearly indicates the precautions taking in-store. With the promise of storefront deep-clean, physical distancing, facial masks, and all product tester suspension, the brand delivers a powerful “we care” message to the customers. Plus, an alternative way of reserve online, pick up in-store targets the cautious shoppers.
Covid Care Message on Instagram
Aveda has several Instagram posts in response to Covid-19. All the posts are included #AvedaCares to tie back to the brand mission.
There is a creative video defining the noun “nurse” as a healthcare hero. People can send gifts to the nurses they know with Aveda’s Smartgift program — a smart marketing strategy during the pandemic to co-promote with the brand’s personalized gift!
When the US store reopened in August 2020, Aveda featured a post with steps that the band performs its “extra care” in accordance with the website.
Aveda + The Salon and Spa Relief Fund
To provide support for its partner salons, Aveda launched a fundraising program to help financial support for salons that have been affected by state-mandated closures. Aveda contributed $600,000 to The Salon & Spa Relief Fund to help care for small business salon communities.
Furthermore, Aveda encourages its customers to donate in three ways: give directly to The Salon & Spa Relief Fund, add a donation during checkout on aveda.com, or redeem Aveda Reward Program points.
I’m one of the reward program members. In My Aveda app, I could easily find the points redeem options for different membership tiers. This is an effective way to make the customers engage in the fundraising event with just a single click.
The partnership shows the dedication of “care” in Aveda’s brand marketing message under the pandemic. Aveda did a great job in integrating its “care” promise on its website and social media during the pandemic. The adaptation truly strengthens its customer loyalty — as most of the customers are eco-conscious.
We don’t know when the pandemic will come to an end. But one thing we know is that the brands well-equipped with digital presence and have marketing messages associate with “care” are able to survive in this unprecedented time. Since the majority of purchasing behaviors have shifted to digital, brands will have to find out a way to communicate with their customers online in the long-term.
