Is COVID-19 a Nightmare to Glossier?
Welcome to that age of uncertainty. — @LINDA ONG
2020 has been a rough year for me, my families and all the people surround me. Everyone is freaking out when they hear “COVID-19”. Up to now, there is no vaccination to prevent coronavirus. As the virus spreading, the anxiety is escalating when we hear updated news, watch the boosting number of infected people, and do nothing except staying at home. It’s hard to keep optimistic amidst the forced quarantine and disrupted work. But at the same time, it’s good to see how companies are taking cautionary measures to prevent the spread of the disease.
“We’re not alarmists, we’re realists.” — Emily Weiss
It’s shocking that the U.S. has become the nation with the most confirmed cases of COVID-19 on Thursday, March 27th. COVID-19 is a nightmare not only to the federal government, but also to thousands of industries and companies. The moment that COVID-19 began, companies have to anticipate what’s next and be ready for a crisis fight.
Voices vary in beauty industry, and many brands were hesitating to stop offline business. E-commerce beauty brands including Kylie Cosmetics, Colourpop and MORPHE are not influenced as heavily as other brands that are doing business offline. Some brands are struggling. Fenty Beauty is temporarily closing Fenty Beauty House due to the COVID-19.
As the leader in beauty industry, Glossier announced that it would be closing all current permanent and temporary retail locations in New York, Los Angeles, Atlanta and London to help mitigate the spread of COVID-19 on March 12, 2020. Also, the opening of Glossier Arizona that should be on March 18 was postponed and rescheduled.
From my point of view, it was really a tough call in light of the fact that over 2,000 people gather daily around the world in Glossier New York City flagship alone, not to mention how big the crowd flow in all those offline stores across the globe. Shutting down the offline shops means to sacrifice some near-term business goals. But at this point, Glossier decided to make a positive impact on customers and community.
Stay Present, Be Responsible
The letter from Emily Weiss, founder and CEO of Glossier, is genuine and leans to the warmth .The brand cares about all employees’ health and well-being. “Our amazing editors are not just employees — they are the living embodiment of our brand and ethos, and hosts of sorts.” Despite the temporary closing, employees would be compensated for their scheduled time. Instead of downplaying the dangers of coronavirus, Glossier is more authentic through canceling big gatherings. Glossier sticks to strive and create less harm and more good to the world.
While the temporary offline closure may not be the right decision for every company, I believe it’s the right choice to make the brand prosper in long term. It is the people in the organization that matters most. Glossier always remember humanity and responsibility. Closing offline stores is an important action to put public health ahead of bottom line and keep employees and members safe. The courage to stand out and stop offline activities is admirable.
Thrive in The Digital World
I don’t think COVID-19 will stop Glossier thriving in a digital world. Indeed, offline experiences are crucial. But digital world is a way out during this frightening and highly uncertain time. COVID-19 did threaten people’s lives, but on the other hand, it provides time and chances for Glossier gTeam, a group of online editors, to build a more convenient and easy-to -use online platform. They are bringing users more fascinating e-commerce experience. During the self-quarantine period, Glossier offers social platforms where customers could consult with real people and have conversations with Glossier team on social media and official website. Glossier staffs would continue to engage with the community and keep them entertained online.
Further Thoughts
Thomas Paine once said, “These are the times that try men’s souls.” 2020 is a difficult year when all people are united to beat COVID-19. Facing such global crisis, Glossier still chose to remember humanity and make the right call. It gives people warmth and positive energy. Glossier is a people-powered beauty ecosystem and the brand always sticks to it. It cares about its people, both customers and employees. It produces beauty products but it does far more than beauty. The brand not only improves the skin appearance, but also glows inside.
However, I would not consider shutting down offline activities as losing money. It might have a short-term impact on recent business goals, but this is also a good opportunity for Glossier to take a leap in e-commerce platform, which is a huge trend for now and the future. Glossier is also making adaptive changes on social media. For example, it recently posted on Instagram how gTeam training manager @mexicanbutjapanese apply the Futuredew oil serum hybrid. Someone wrote in the comments, “This was so calming and informative, thank you glossier.” The conversations never stop between the brand and customers, positive energy spreads, and business continues to thrive on social media.
Glossier is reacting calmly and actively to the coronavirus crisis, which helps the brand stand out from the industry. We want to see more warmth from brands. And we will keep looking at good side and wait for positive changes in technology, use of AI, and e-commerce platforms during COVID-19.
