How is Beauty & Skincare Industry Surviving the Pandemic in India?
The onset of COVID-19 and the subsequent lockdown has impacted all industries globally, including beauty and skincare. With curbs being placed on transportation, warehouses shut down, affected online supply chain, couriers not delivering, the beauty and skincare industry in India has been hit on multiple fronts. It has fared gloriously through world wars, recessions and insurgencies; however, a microscopic virus has presented it with an unusual crisis. The situation was bad during the lockdown for many but with the beginning of recovery period, here is how beauty and skincare industry is surviving the pandemic in India
Making it In India
Companies who imported their ingredients and packaging from other countries have been especially hit due to the longstanding travel restrictions. However, homegrown personal care brands like Aegte who have invested in research and development (R&D) in India and procured natural ingredients available within the country have been fractionally protected from a complete shutdown of the supply chain. Lockdown did not impact us too much as we had seen it on the cards and sent our products to the warehouses of Amazon and Flipkart. We are a ‘digital-first’ company, so orders kept coming to us online.
Entering Into Personal Hygiene
Many companies entered the fray of personal hygiene to produce soaps, hand washes and sanitisers to stay in business. This unlikely category has seen a massive jump since the very inception of the coronavirus crisis. The industry is trying to survive by introducing variety in their personal hygiene products and trying to use herbal ingredients. Some brands are also distributing hand sanitisers as a part of their corporate social responsibility (CSR) to establish a connection with the customers. Aegte did not enter this race because we don’t believe in following the trend but setting them.
Adapting to ‘Digital Shopping’
The stores have been locked and the deliveries have remained suspended for an extended period during the lockdown. In such a scenario, beauty and skincare companies have now realised the importance of having a robust digital presence. Remote working has also led to the digital reinvention of some critical processes. Skin and hair care products made with trusted herbal ingredients and available easily on user-friendly digital platforms are the need of the hour for the industry. We were ahead in this race as we long understood people’s trust in herbal and natural solutions for personal care. We also took care of our customer’s convenience by enabling them to order online. We then deliver their orders well-sanitised to their doorstep.
Establishing Social Media Connect
Many brands of the beauty and skincare industry have taken to social media as the preferred medium of communication with their customers. With the industry that is dependent on feel and touch, social distancing norms have necessitated that they establish rapport with their customers online. The beauty and skincare industry has been coping with future uncertainties by posting ‘Quarantine Self Care’ tips.
Brands across the industry are focusing on developing strategies to increase customer engagement on social media. They are striving to show their customers that even if you cannot buy our products for the moment, we still stand by you during these difficult times. Aegte also channels the powers of social media to keep the connection between the brand and customers alive.
Ensuring Employee & Customers Safety
Beauty and skincare brands throughout the industry are striving to keep their employees and customers safe during the pandemic. Some are paying their employees in full even when the brands are badly hit to keep them motivated. Many have invested in buying insurance cover for their employees while others allow rotational shifts or work from home. Brands are engaging with the customers through digital means and telling them to stay safe in creative ways. Almost all brands are involved in formulating strategies to ensure employee safety at the workplace. We have also redirected our priority to ensure employee and customer safety.
Playing By the Rules
The beauty and skincare industry is undoubtedly going to take time to recover from the impact of the coronavirus and the subsequent lockdown. However, we are trying to cope by being abreast with the latest government policies and guidelines regarding coronavirus and following them religiously at our workplaces. Dealing with a fine or charge is the last thing any brand needs at this moment. While many brands across the industry are trying to abide by all the rules, few are hoping for the introduction of government policies to help beauty and skincare brands emerge victorious through this crisis.
