Affirming its belief “in the power of beauty to triumph in the face of adversity”, Parfums Christian Dior is sharing regular beauty rituals from its creative directors and beauty experts around the world via Instagram. Whether using light to create a calming ambiance, relaxing in a soothing bath or simply enjoying perfume at home, Dior offers solace in these testing times.
Another beauty-focused brand, Kiehl’s Since 1851, has transformed its Instagram page into a mental health and wellness resource. Tackling the strains of self-isolation, the American company is offering regular community check-ins to promote mental wellbeing. It has also created a series of free wellbeing programmes on subjects like “Mask & Meditation” and “Healthy Skin Happy Hour”.
Two giants of the liquor category are launching initiatives of their own. With bars and restaurants closed in many countries, most of the people working in those outlets have lost their jobs. Diageo has pledged £1 million to help pay the wages of UK on-trade workers laid off during the crisis. Meanwhile, French group Pernod Ricard is commissioning unemployed bartenders to produce tutorial videos on cocktail-making. Available online, the films allow viewers to enjoy their favourite concoctions at home.
Works to upgrade or extend airport stores often disrupt daily trading, penalising both the retailer and its shoppers. Taiwanese travel retailer Tasa Meng is using the recent decline in traffic at Taipei’s Taoyuan International Airport to renovate and expand its Terminal 2 Area D store. Instead of having to phase the work so that disruption is minimised, the retailer can proceed faster without inconveniencing customers.
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