Over the past few months, the world has inevitably shifted because of the coronavirus outbreak. In the beauty industry, where much of the work centers around human interaction and face-to-face contact, industry professionals such as hairstylists, makeup artists, estheticians and nail techs have been left with little to no resources as they have shut down non-essential businesses. According to a Poshly, Inc. report that surveyed over 1,000 US-based beauty consumers and professionals, 65 percent of beauty professionals have lost their jobs as a result of the outbreak.
However, there is hope: The times have also called for many professionals, such as marketers and publicists, to pivot. “This time has truly helped to become a better publicist. I have to be so much more creative for my clients,” Tequilla White, Principle Publicist of Tequilla White PR, told ITK.
“I have leaned into more influencer marketing for client campaigns. Being more interactive with their audience through IG live, IG story, webinars and newsletters is a great way to directly connect with their audience while controlling messaging,” said White. “Making sure that your audience feels connected to your brand and supported through this trying time is really key in terms of your communication strategy.”
A number of beauty and style brands have stepped up to help those affected by COVID-19, launching everything from product initiatives to economic crowdsourcing. Below, we’ve gathered a few brands that are spearheading the charge and giving back to those who help beautify our communities.
Huda Kattan of Huda Beauty announced on IG back in March that the company would dedicate $100,000 to freelance makeup artists.
Pape PR and Rell Communications have launched a GoFundMe to help hairstylists and estheticians pay for basics such as rent, utilities and food. The goal is to raise $100,000 and will be paid out in stipends of either $500 or $1,000 depending on the number of applicants.
Beloved nail brand CND has partnered with the nonprofit Beauty Changes Lives to donate $100,000 in financial grants to 100 nail professionals affected by COVID-19. Interested applicants and donors can check out their page here.
Persons of Interest
Persons of Interest, a barbershop chain, has a GoFundMe campaign to raise money for barbers who have lost their income.
CFDA / Vogue Fashion Fund
Haircare brand Virtue Labs has started a GoFundMe page for hairstylists and salon workers who have lost their income. The brand has set a goal to raise $100,000, and people interested in donating can head to their campaign page.
NY Nail Salon Workers Association
The NY Nail Salon Workers Association formed the Nail Salon Worker Resilience Fund, a site that solicits donations for nail techs.
Heyday, which operates 10 facial bars in the US, has started a fund for clients to send tips to support their 300+ team of skin therapists and hosts.
Hair-care brand SheaMoisture has launched a $1 million fund for women of color entrepreneurs and small businesses impacted by Covid-19. The brand is also enlisting a network of influencers to spread awareness for applications.
Bonnti has teamed up with beauty industry partners to launch the Beauty Relief Fund, which raises money for those in the beauty industry affected during quarantine and shut down. Beauty professionals can apply on the site, and consumers can donate.
Professional Beauty Association
The Professional Beauty Association has developed the PBA Covid-19 Relief Fund to help support licensed beauty professionals experiencing financial hardships.
Hair-care brand R+Co is launching a custom home-delivery program to help salons reach their clients. The brand’s goal is to pay out more than $500,000 in salon commissions. To support your local salon please visit the R+Co salon locator at https://www.randco.com/salon-locator, and connect with them by finding their code on its social platforms and website.
Dome Beauty has partnered with the Professional Beauty Association and The Makeup Show to launch Dome Beauty Cares, a fundraising effort to support freelance beauty workers.
Mira Beauty, a beauty search engine app, has created a relief fund for beauty professionals via PayPal. Mira will distribute $100 to those who reach out via social media.
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