Why C-beauty become more popular after Covid-19

Covid-19 is currently disrupting the beauty industry. Blockades and restrictions have disrupted global supply chains, and consumers now prefer the experience of buying beauty products online without touching them. Now beauty brands face another challenge in the Chinese mainland market: patriotic consumption.

The “buy China” trend, which is already reshaping the country’s beauty industry, is likely to accelerate in January as the COVID-19 outbreak further inflamed nationalist sentiment around the world.

How C-beauty respond on digital platforms during Covid-19?

Every week, C-beauty highlights brand campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and beyond.

The attitude of “if you do more for my country, I will buy more” is becoming more popular among Chinese consumers because the government increased information control and a large amount of information on these digital platforms during the epidemic to publicize which companies contributed to our country during the pandemic. The nationalist sentiment that conveys this message has also reached a new level.

There was a beauty influencer, Jenny Wu, a 23-year-old from Guangzhou, said in the post-viral era, she will buy more C-Beauty because of the value these brands show in China’s most difficult times. Since C-beauty brands donated large sums of money to our hospital in February, she thought C-beauty brands sell the same quality product at a lower price than foreign brands. They are much more generous in donating coronavirus than more profitable brands.

So, during this epidemic, brands can increase the influence of their brands through various digital platforms.

Are they authentic? Has anything changed in their persona on digital platforms?

Yes, it’s authentic. Nevertheless, C-beauty’s role in digital platforms has changed during the epidemic. They are more inclined to use various platforms to publicize their concern for the pandemic and the people suffering during the epidemic. And such a change can give them an advantage at this particular time.

I think their donation behavior under challenging times is excellent. Few companies are willing to give away their money to give to people in difficult times. They know how to react differently at different times.

Does pandemic will have a long-term effect on how brands communicate with their customers?

I believe that the epidemic’s impact affects more and more people paying attention to the distance of communication between people, so they are more willing to learn about the new products and various activities released by the brand through multiple platforms.