The luxury segment record an increase of 9%. While the mass market and the premium segment decreas by 8% and 29% respectively . Highlighting the impact on luxury brand. However. Despite the decline. Within the brand breakdown there were a large number of companies that continu to see positive growth throughout the first quarter compar to 2019. We saw a large number of brands launch campaigns and initiatives that provid consumers ucational and reliable content to generate entertainment during the crisis. As well as allowing them to be self-sufficient during at home beauty treatments . In our latest #bbmoment we collect three success stories.
Including Céline Loewe and Hermès
Taking a look at some of the highlights of the strategies of nivea . Kkw beauty and clarins and what they have done during this unprecent time. To continue to drive their brand performance. #bbmoment: 3 success stories of brands responding to covid luxury beauty – the clarins success story during the first quarter of 2020. Clarins ‘ mia impact valuetm evolv 34% yoy. Generating a total of $41.4 million in miv®. In particular. During the months of march and april. Not only did the brand gain a lot of ground thanks to high-level publications that focus on the brand’s decision to use its factories Business database to produce hand sanitizers to donate to hospitals in france . But the @clarinsofficial instagram account has also launch the #stayhomewithclarins campaign.
Key Opinion Leader China the Key Factors to
This includ a series of contents on beauty and well-being develop by “Pro” consumers. Such as the brand’s employees themselves and industry professionalswho shar tips. Tutorials and wellness rituals on topics that consumers could relate to. An example of this content is an exercise to allow the eyes to rest and recharge dicat to users who suffer from “Screen fatigue”. In addition B2B Fax Lead to this. While overall influencer voice for the beauty industry has declin significantly. Clarins has successfully leverag mega and mid-tier influencers across its own mia channels to drive further impact and deliver to consumers. Its customers value-add content.
