During the lockdown. Alfaparf overturn its communication strategies to also address a new audience: customers. The brand has decid to allow anyone to learn how to take care of their hair by publishing a series of video tutorials in collaboration with various hair-influencers on the alfaparf milano facebook channel . Among the most popular videos is that of genny d’auria . In which the hair-stylist explains how to create perfect waves with diy curlers. Using the hashtag #andràtuttobene. The tutorial alone generat $6.530 in miv® . During the quarantine.

Who Don’t Have Such a Large

Alfaparf then develop a new project. The alfaparf store : an online shop where you can purchase professional products. Usually available exclusively in hairdressing salons. The initiative was design to allow salons to maintain links with their trust customers. Thus overcoming the impossibility of going on site. Adriana spink x sephora and garnier during the lockdown. Many influencers took the opportunity to share their home routines with their followers. Among the examples of italian beauty influencers worth mentioning is adriana spink . With over 300 thousand followers on instagram and 790 Business database  thousand subscribers to her youtube channel . The digital creator show her followers her night routine in quarantine. From preparing dinner to nightly skin care. In the video.

Following but Who They Tend

The influencer mentions products such as micellar water and lavender anti-wrinkle face cream from garnier and rose toner from sephora . The content generat an miv® of $29.626 and over 167 thousand views on youtube . During the months of lockdown. The growth of the B2B Lead beauty sector follow a very different trajectory from that of fashion or luxury . Nonetheless. We have seen how the majority of beauty brands have manag to reinvent themselves. Thanks to the help of influencer marketing – exploit in particular for instagram live broadcasts – and the refinition of new communication strategies. Containing the impact as much as possible of the crisis on brand performance. For further analysis of beauty industry data.

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