Stay at Home with Chanel Beauty
One question has entered the mind of every marketer who is still creating content, “What should we create now?” We don’t plan around pandemics, we had no reason to. Yet, at the end of the day, people are still online and they continue to buy things. Enter the Chanel Beauty Instagram account, a place I can still describe as beautiful.
There are two pieces of advice I’ve seen from other people in marketing on how to deal with content creation during COVID-19, 1) Keep it informative (in some way) and 2) Keep it funny. I would like to offer another option, 3) Keep it beautiful.
“I never want to get out of the bed” whispers the model, as she relaxes in bed, dressed in chic white pajamas, simple white sheets, red carpet-worthy Chanel pearl earrings, necklace, sunglasses, and her Chanel beauty products. Think complete glamour, via “Mademoiselle stays home-The bedroom Edition”.
If your life is anything like mine, you know most people would not describe their shelter in place life as fabulous. There are logistics we have to maneuver through like work, income, family, food, existing health conditions, and prevention strategies. The way we go about everyday tasks has completely changed. Even people who usually work remotely like me feel the strain. There is a cautious buzz in the air, one that has loomed for weeks. In addition to the stress we are experiencing from our current situation, there is uncertainty about the future too. No one knows exactly what to do, because this has never happened before.
The lack of pandemic experience is not limited to our personal life, this is extended to businesses too. Let’s say a business is somehow still able to provide their product or service to customers. How should they approach their marketing and general messaging? It’s easy to come across as tone-deaf or just outright insensitive. People are struggling, communities are struggling. There is a balance, but it looks different for each company.
However, among all of this chaos remains an ever-stylish brand like Chanel Beauty, leaning into what they do best. The first time I saw this 30-second video, I smiled. This prompted me to head over to Chanel Beauty’s Instagram. The shift in content is initially visible on March 29th, with a post featuring pictures of Gabrielle Chanel, Heidi Mount-Whitworth, Gaspard Ulliel, and Diane Krugar, each looking out the window. They then introduce the “Mademoiselle stays at home- The Workout Edition”, which includes various products they sell. On April 6th, we see them start something new, a different beauty tip for each day, “Bold Blue Eyes Monday”, “Nail Twist Tuesday”, and “Glow With The Flow Wednesday”. This encourages people to participate with Chanel. From what I’ve seen, people who have beauty practices are continuing to look for alternatives. There are also people who are experimenting with their make-up or nails to add some fun into an otherwise mundane routine. It’s a small comfort to look down at the new at-home manicure that you finally mastered (after week 6? Or is it week 7?). A pursuit to see aspects of beauty feels more beneficial the longer we remain in our homes.
I think Chanel Beauty has the right idea. They’ve acknowledged the reality of our lives while still being as glamorous as we expect Chanel to be. When we want some inspiration or just a moment to get away from it all, Chanel Beauty’s Instagram account is available. And although I don’t lay in bed accessorized in Chanel I found a bit of joy in this video and right now that’s golden.
