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Brief Published: 14 Apr 2020

Beauty United: Altruistic Crisis Pursuits

The beauty industry is responding to the impact of the coronavirus in a big way – appealing to the 89% of Gen Z and millennials expecting brands to take action to help (YPulse, 2020). Moj Mahdara, founder of US beauty events company Beautycon has spearheaded a beauty brand coalition to raise awareness and fundraise for charitable initiatives.

BeautyUnited is currently focusing its efforts on supporting frontline healthcare workers through two leads: donating personal care products, and fundraising for the Frontline Responders Fund to provide life-saving personal protective equipment (PPE) and medical equipment. Consumers can also donate via the website.

The virus has levelled the industry – both big established beauty giants and small indie brands are playing their part and working together for the greater good. The coalition currently boasts 60 partners, such as Unilever, Costa Brazil, Victoria Beckham Beauty and Dove. Shrewd businesses will maintain and foster this helpful, unselfish attitude in the future to appease and attract shell-shocked and wary beauty buyers.

As we explore in Cosmetics in the Wake of Covid-19, never has it been more imperative for brands to act charitably, not only to aid in the fight for common good, but to secure favour with the growing number of consumers demanding that brands use their power for positive change.

Altruistic endeavours and their legacies will drive new engagement opportunities and inspire loyalty during and after the crisis. Brands must take a stand

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