Pivoting to support each other in times of difficulty brings out the best across all industries.
It's been over 3 months since government officials officially announced the appearance of SARS-CoV-2 and the resulting disease, COVID-19. The devastating toll of this pandemic will require mental processing for months, if not years, to come. The loss of so many loved ones, not to mention the effect on global economies, trade, and travel, continues to be incomprehensible. This coronavirus disease has also presented a burden upon our healthcare system, here in the US and globally, something we've never quite experienced before. Despite knowledge of several pandemics in our global history, no one can fully prepare for a new pandemic because of the unforeseen characteristics of each new virus.
But we can all do our part to help, however small it may feel. And the beauty and fashion world has stepped up to help in the fight.
One very strong solution we all have at the moment to flatten the curve is social distancing, or more accurately physical distancing, which serves to prevent additional spread within our communities.
Although this is a significant measure, we know that the action can't stop there. Our healthcare workers on the front lines have expressed the lack of adequate Personal Protective Equipment, or PPE, and the necessary equipment to treat those that are in critical condition.
During World War 2, many industries joined together to retool their manufacturing plants to produce needed goods that would support the war. Here we are, 75 years later, and brands across the globe have stepped forward to serve the need of fighting this unseen invader.
Beauty, fashion, and healthcare brands have answered this call once again, retooling their factories, donating money and products to help combat COVID-19. These brands are thoughtfully servicing the world through this crisis.
Estee Lauder, Marc Jacobs, Celine, L'Oréal, Coty, Dior, and Givenchy have pivoted from making their staple products to making hand sanitizer for healthcare workers and foundations directly impacted by COVID-19. Other luxury brands like Prada and LVMH are making masks, surgical gowns, hand sanitizers, and other medical gear for health care professionals.
More and more brands, small and big, are pledging to provide needed goods and funds to help combat this coronavirus in any way they can. Billie, the razor brand, is donating $100,000 to food banks. Haus Laboratories, Lady Gaga's brand, gave 20% of its profits to LA and NY food banks. Others like Lipslut, a fan favorite lip brand, donated 100% of proceeds to support organizations like No Kid Hungry and the CDC Foundation.
It's not just the beauty and fashion industries that are donating to this much-needed cause. Many companies are making their SaaS brands available for free. Headspace has opened its meditation libraries to healthcare workers at no cost. Nike made its Nike Training app premium memberships free, as well, so people can work out indoors.
Crocs and Allbirds are providing shoes to healthcare workers, and Inditex, the parent company of Zara and H&M, are using their factories to make hospital gowns for coronavirus patients, and face masks for those on the front lines.
Many other manufactures are stepping in to make sure that they join in on this life-saving cause. From Dyson, distributing their new ventilator, CoVent, internationally to help those struggling to breathe, to Starbucks, providing iced and hot drinks to front line workers in the medical field.
Brands like these have always been innovative and creative in their own space, and now they have rapidly shifted to produce the essential goods that are lacking. They will be remembered and supported by many in the years ahead, because of the acts of kindness and the generosity they exhibited during this difficult time.
Share with us on Instagram and Twitter how your favorite brand is helping fight the coronavirus. Use hashtag #ApartButNotAlone to start the conversation!
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