Indie Lee Found Its Second Industry During COVID?
During the pandemic, the cosmetics industry was shocked and forced the industry to adapt and transform into new operations or seek new platforms. The consumption of self-care and mental wellness has become a large demand since the time when people stayed individually at home increased and people read articles about how meditation or anxiety reduction relaxed negative mood and the process of therapy.
Some cosmetics like the Indie Lee brand realized this demand and tried to connect its brand to this field. It is easier for brands like Indie Lee to share mental wellness content since the brand’s value already has a relative message. Indie Lee found the brand from her own experience and inspiration. She was diagnosed with a life-threatening tumor in her brain and she said the way she took mental health and attitude therapy saved her life. Also her medical outcome helped her stay positive during COVID-19.
Indie Lee started a video series called “Mindful Mondays” and IG live talk on her brand’s Instagram account. This platform became the place where she talked about mindfulness and interviewed guests who were in the cosmetic and wellness community. In addition, she also would cooperate with them to introduce the brand’s self-care products.
In my opinion, the strategies and decisions she made were really good transformations which help not only add another channel for marketing her products, but also build her personal brand in the community. Especially beauty products, customers would like to try and feel in person before they decide to purchase but the pandemic decreased the demand for shopping in stores. More and more people choose to shop online because it’s not time consuming and convenient. The IG live talk gave customers a better understanding of the products and connected with the crisis of COVID which everyone cares about. She also had relative experience and this strongly supports the content she shared. I think different companies should find their unique strategy to adapt to the changing, especially seeking for ecommerce and digital content aspects.
Lastly, the long-term effect of the pandemic will change people’s attitude and behaviors of life. For example, remote working and online classes are going to be popular because everyone gets used to doing it on Zoom. Package delivery and shipping policy is more advanced and easier to apply such as return. Some cosmetic brands will send some small sample products for customers to try, also they have a subscription option to keep customers using their products. Their methods to improve communication with customers is to actively adapt to using digital platforms and let customers engage and interact.
