Business Categories Reports Podcasts Events Awards Webinars
Contact My Account About


April 17, 2020
April 17, 2020
Marjanblan via Unsplash

As I write this, four weeks exactly after my “stay at home” version of life began due to COVID-19, I have not learned a new language. I have not taught myself how to bake bread. I have not picked up a new hobby. However, that does not mean I have not learned a lot.

This is what COVID-19 has taught me (so far).

Act Swiftly and Decisively: The two biggest mistakes you can make are not making a decision when you should and making a decision when you shouldn’t. I implemented measures to significantly cut down expenses and conserve cash mid-March. For someone like myself who abhors change, this was hard. It felt like lots of change very quickly, but it was absolutely the right thing to do.

What helped: I did a SWOT analysis of my brand for the first time in years.

Be Flexible in My Thinking: Don’t let plans for the future get in the way of responding to today’s priorities. After taking immediate action to ensure business continuity, I had to start thinking about what to focus on while my spa and retail partners are closed. Had I ever planned for this? No. Did this require a creativity? Yes. From shifting our marketing messaging (bye-bye 2020 marketing plan, hello COVID-19 messaging plan) to creating a new section on our website featuring At-Home Facial Tips and products and shifting, I have been able to pivot.

What helps: listening to others in the industry (Glossy+ Talks, CEW webinars, and of course BeautyMatter!).

Mind My Supply Chain: My head of logistics and I reviewed our inventory plan and projections three times in the last month. From the demand perspective, information about closures and plans for reopening change weekly. From the supply perspective, we have been in very close communication with our vendors and manufacturing partners, who are in various degrees of “business not as usual.”

What helps: ICMAD webinars.

Communicate Extra With My Team: Yes, of course, we are doing video calls. Who isn’t? But that’s not what I mean. I mean leading by defining (our Alchimie) reality, with transparency, and giving hope for the future. With fear and negativity always around the corner, this is important, today more than ever.

What helps: Harvard Business Review Management Tips of the Day

Plan for a “New Normal,” Whatever That May Be: I am forcing myself to question all of my assumptions about what the future will be. What will the “new normal” look like? Will the “high touch” aspect of our industry evolve? Will testers make a comeback or will they forever go away? Will single-dose packaging become more important to our industry, despite the potential environmental impact, including in the treatment room? And so on …

What helps: my husband, reminding me not to fail because of a failure of imagination.


2 Article(s) Remaining

Subscribe today for full access