How beauty industry can beat the Covid blues with an innovative digital push - The Daily Guardian
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How beauty industry can beat the Covid blues with an innovative digital push

Sargam Dhawan Bhayana



The beauty industry in India has steadily grown during the past few years. The consistent growth can also be strongly accredited to the online sales of beauty products, premiumisation and an inclination towards organic and ethical brands, making it a $14 billion industry which is expected to grow further to become a $20 billion industry by 2025.

The importance of going digital seems to be becoming more and more prominent. The recent and unforeseen Covid-19 pandemic has increased consumer digital traffic significantly. Easy Internet access and high penetration of smartphones are the driving forces of the consistent growth of beauty in the digital space.

Going digital for a brand is not a new concept. The digital space is constantly evolving and is extremely competitive. The Covid-19 pandemic has further tested all of us and forced us to be creative. This is not just for us but also for our businesses. It was time to put our heads together and go digital now more than ever.

Creativity during lockdown

This lockdown certainly got Instagram Live interactions trending. Social media has played an extremely crucial role for brands during this time. At a time when all avenues of revenue are closed, the only way to stay relevant is by making noise about your brand and creating brand recall. People are highly influenced by what is going on in the social world and to just be out there and have your brand reach out to a lot of people could be extremely beneficial. Our strategy during this time was to create relevant content and simultaneously educate the customer about our products and brand as a whole.

For instance, Paul Penders is the world’s first vegan beauty brand and not many people know about it. We took this time to talk about the concept of veganism and the various myths associated with it. Then, we explored veganism through lifestyle, food and basic ingredients. We curated special vegan DIY skincare treatments, which consumers could also practice at home easily, where we highlighted the benefits of the ingredients utilised in our products. We did the same with food: We interacted with top chefs and critics who were kind enough to talk about vegan food and also shared easy recipes which people could make at home.

Online revenue and Customer acquisition

It is often said that we are in the digital age right now. The dependency on a digital presence has been felt strongly during this time as the only form of purchase has been via online platforms. In my opinion, the main struggle when it comes to buying beauty products online is the in- ability to try the product be- forehand. This is a gap technology has tried to bridge through chatbots, video content that explains the product and highlights the ‘before and after’ results of the product and many more such avenues.

Personally, I have even tried products online where websites have outdone themselves and given an all-round customer experience. I was recently shopping on a website and I was blown away by how easily I could shop according to the type of my concern or problem. This just goes to show how well the digital space has grown and entered an avenue where the ‘feel’ of a product is essential before purchasing it and has managed to effortlessly translate that experience through tech and innovation and drives maximum revenue for brands via e- commerce today.

The beauty industry is extremely competitive, and on e-commerce platforms, the competition is on a whole other level. Digital market- ing via Instagram, Facebook and Google Ads have be- come the main path for direct conversion and the way to make that happen is by ensuring your brand is as out there as it can be, from the content you put out, the appeal of the product, the ‘vibe’ and lastly, but most importantly, the customer experience you offer. We have seen returns of x4 on Tressmart. com and continue to grow digitally. The investment cost is low and the return on that investment is high, hence, it is a beneficial tool if used correctly.

It is often said that the customer is king and that is something I abide by because, without the customer, a brand or business is nothing. In order to differentiate oneself and truly stand out, one needs to develop a great personalised relationship with the customer. Inter- personal relationships are key, and if a company can add a more personal touch to things, the more they will benefit. By a personal touch, I mean providing impeccable customer service right from introducing your brand to the end of the customer’s retail journey with you. It is essential to provide a memorable experience to the customer and it should last until the product reaches their doorstep. Another key learning as an entrepreneur I have adopted is to make sure that customer concerns are resolved effectively within a quick time frame.

Where are we headed?
For the foreseeable future, online buying will be driving brands. However, for brands which aren’t as well-known as the established ones, an offline presence is crucial as a customer will only buy a product from a new brand after trying it. For a brand not as well-known, it is definitely difficult to be de- pendent only on an online presence for sales. Having only a digital platform to demonstrate your product and its benefits without real customer face-time is definitely a challenge. The way I see it, the digital space for beauty and all industries will only become more prominent and one has to find their place in it. The industry is filled with a lot of noise coming from everywhere and one has to be strategic and creative and have out-of-the-box ideas to be heard and establish their own unique voice.

The writer is founder and director at Tressmart Marketing Pvt Ltd and director at Paul Penders.

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Three days before the US-Russia summit, Russian President Vladimir Putin on Sunday said that the two countries need to engage in a constructive dialogue and establish mechanisms for interaction as there are areas in which Moscow and Washington can cooperate.

“[We need] to restore our personal contacts, relations, establish a direct dialogue, create really functioning mechanisms of interaction,” Putin said in an interview broadcast by the media outlet. The President noted that the US side is well aware that there are a number of areas that are of mutual interest, such as strategic stability, regional conflicts, environmental protection measures, and climate. “There are areas in which we can really work effectively,” Putin added.

In the process, President Putin said that Russia would be ready to hand over cyber criminals to the United States if Washington did the same for Moscow and the two powers reached an agreement to that effect.

The Russian leader said he expected the Geneva meeting to help establish bilateral dialogue and revive personal contacts, adding that important issues for the two men included strategic stability, Libya and Syria, and the environment.

Putin also praised Biden for having shown “professionalism” when the United States and Russia agreed this year to extend the New START nuclear arms control treaty.

The White House has said Biden will bring up ransomware attacks emanating from Russia at the meeting. That issue is in the spotlight after a cyberattack disrupted the North American and Australian operations of meatpacker JBS USA.

A Russia-linked hacking group was behind that attack, a US source familiar with the matter said last week.

Asked if Russia would be prepared to find and prosecute cyber criminals, Putin said Russia’s behaviour here would depend on formal agreements being reached by Moscow and Washington.

Both sides would have to commit to the same obligations, he said.

“If we agree to extradite criminals, then of course Russia will do that, we will do that, but only if the other side, in this case the United States, agrees to the same and will extradite the criminals in question to the Russian Federation,” he said.

“The question of cyber security is one of the most important at the moment because turning all kinds of systems off can lead to really difficult consequences,” he said.

With agency inputs

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12 killed, 138 injured in gas explosion in China



HUBEI: At least 12 people were killed and 138 were injured in a huge gas explosion in central China on Sunday, state media reported.

A gas pipe exploded in the Zhangwan district of Shiyan city, in Hubei province at about 6:30 am local time. The number of casualties is still being verified as the search and rescue operation is underway. According to the local authorities, 150 people have been pulled from the debris, and the injured are being treated at local hospitals.

Apparently, the explosion destroyed a wet market there and greatly affected nearby residents. “Hearing the loud bang, I immediately scrabbled beneath the table, thinking it was an earthquake,” a resident surnamed Liu, told the Global Times via phone.

Images are circulating on social media, which appeared to be from the scene, showed rescue workers in orange jumpsuits working through the wreckage of flattened houses.

The cause of the accident is under investigation, according to the city government, which informed on the Chinese microblogging platform Weibo.

Rescue operation is underway and more details are awaited. ANI

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Amid the raging Covid-19 pandemic, Saudi Arabia has once again barred foreigners to perform the Hajj, and set a limit of maximum of 60,000 pilgrims inside the Kingdom.

“Only 60,000 vaccinated residents and citizens living in the Kingdom will be allowed to perform this year’s Haj pilgrimage due to the ongoing coronavirus pandemic,” the Ministry of Haj and Umrah announced in a statement cited by Gulf News on Saturday. The Hajj is one of Islam’s five pillars. Every able-bodied Muslim who has affordability tries to visit it at least once in a lifetime.

“Against the backdrop of what the world is witnessing and due to the continuous developments of the coronavirus pandemic as well as the emergence of new mutations, Haj registration will be limited to residents and citizens from inside the Kingdom only,” the ministry also Twitted.

“Muslims between the ages of 18-65 and are fully vaccinated, or those who received their first dose at least 14 days prior, those who are vaccinated and have recovered from a Covid-19 infection are allowed to register,” the ministry added.

This is the second year in a row that Saudi Arabia limits the Haj pilgrimage to Muslims inside the Kingdom. However, only 10,000 Muslims were allowed to perform Hajj last year.

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The US and Japan have been deepening their engagement with Taiwan to help guard it against a growing threat from China. The move has out Beijing in tight spot.

J. Michael Cole, writing in The National Interest said that the regime in Beijing, which continues its effort to isolate Taiwan internationally, is now in the difficult position of having to express its discontent over coronavirus response while avoiding overreaction that could create the rationale for even closer relations between Taiwan and other countries. Taiwan has had a fairly positive past month in terms of its engagement with, and support by, regional partners.

Beijing’s setbacks began back in April, with the joint statement between US President Joe Biden and his Japanese counterpart, Prime Minister Yoshihide Suga, which “underscore[d] the importance of peace and stability across the Taiwan Strait and encourage the peaceful resolution of cross-Strait issues.”

Such direct reference to Taiwan by a Japanese prime minister had not been heard for more than half a century, reported The National Interest. This was followed the next month by a similar statement, this one by President Biden and South Korean President Moon Jae-in, which again “emphasise[d] the importance of preserving peace and stability in the Taiwan Strait”.

The unprecedented reference to Taiwan by a South Korean leader also signalled those countries within the region were becoming increasingly alarmed with China’s destabilising behaviour—particularly the high number of intrusions by aircraft from the People’s Liberation Army Air Force and Navy into Taiwan’s southern Air Defense Identification Zone (ADIZ), wrote Cole.

Four days before the Biden-Suga joint statement, a total of twenty-five PLA aircraft–14 J-16 multi-role fighters, four J-10 multi-role fighters, four H-6K bombers, 2 Y-8 anti-submarine planes, and one KJ-500 airborne early warning and control plane–entered Taiwan’s ADIZ, a new high since the PLA began intensifying its military activity in the region in 2020, reported The National Interest.

But now, China is in a tight spot as Taiwan is receiving more attention from allies. One strategic mistake Beijing may have committed earlier this year was its refusal to reduce its military activity around the Taiwan Strait during the transition period in Washington, wrote Cole.

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WHO chief asks China to cooperate with probe into Covid-19 origins



Tedros Adhanom Ghebreyesus.

World Health Organization (WHO) chief Tedros Ghebreyesus has called on China to cooperate with the ongoing investigation into the origins of the Covid-19 amid renewed call to further probe the virus.

Dr Tedros made these remarks after taking part in the Group of Seven (G7) summit by video conference on Saturday, The Wall Street Journal (WSJ) reported.

The WHO Director-General hoped there would be better cooperation and transparency when the next phase of the probe into the virus’s origin is underway. “As you know we will need cooperation from the Chinese side,” he said. “We need transparency to understand or know or find the origin of this virus…after the report was released there were difficulties in the data sharing, especially in the raw data.”

He further said that the preparations for the probe’s next steps were underway and that the issue of the origin of the virus was discussed by G7 leaders on Saturday, WSJ reported.

Earlier this week, the US and the UK had extended support to a “timely, transparent and evidence-based independent process” for the next phase of the WHO-convened study of Covid-19 origins. “We will also support a timely, transparent and evidence-based independent process for the next phase of the WHO-convened COVID-19 origins study, including in China, and for investigating outbreaks of unknown origin in the future,” a joint statement said after US President Joe Biden met British Prime Minister Boris Johnson on Thursday.

This comes amid growing calls for a timely, transparent, and evidence-based independent process for the next phase of the WHO-convened origin study.

Recently, the calls to investigate further the origins of the virus have intensified. President Biden has also ordered a fresh US intelligence inquiry into the origins of the pandemic.

The origin of novel coronavirus that caused havoc around the world has remained a mystery even after 1.5 years the first case of infection was reported in the Chinese city of Wuhan.

Now, scientists and world leaders are calling for further investigations to figure out whether the virus originated naturally or leaked from the Wuhan Institute of Virology.

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In a veiled criticism of the Dragon, Group of Seven (G&) leaders called on China to respect human rights in its Xinjiang region, allow Hong Kong a high degree of autonomy, and refrain from any unilateral action that could destabilise the East and South China Seas, Reuters reported quoted a draft version of the G7 summit communique.

“We will promote our values, including by calling on China to respect human rights and fundamental freedoms, especially in relation to Xinjiang and those rights, freedoms and high degree of autonomy for Hong Kong enshrined in the Sino-British Joint Declaration,” the G7 said in a communique that was almost finalised.

Before the G7 criticism emerged, China cautioned G7 leaders that the days when “small” groups of countries decided the fate of the world were long gone.

The G7 also said they underscored “the importance of peace and stability across the Taiwan Strait, and encourage the peaceful resolution of cross-Strait issues”.

“We remain seriously concerned about the situation in the East and South China Seas and strongly oppose any unilateral attempts to change the status quo and increase tensions.”

“We also call for a timely, transparent, expert-led, and science-based WHO-convened Phase 2 Covid-19 origins study including, as recommended by the experts’ report, in China,” the communique, which is almost finalised, said.

“The days when global decisions were dictated by a small group of countries are long gone,” a spokesman for the Chinese embassy in London said.

“We always believe that countries, big or small, strong or weak, poor or rich, are equals, and that world affairs should be handled through consultation by all countries.”

Beijing has repeatedly hit back against what it perceives as attempts by Western powers to contain China, and says many major powers are still gripped by an outdated imperial mindset after years of humiliating China.

UN experts and rights groups estimate over a million people, mainly Uyghurs and other Muslim minorities, have been detained in recent years in a vast system of camps in Xinjiang.

China denies all accusations of forced labour or abuse. It initially denied the camps existed, but has since said they are vocational centres and are designed to combat extremism. In late 2019, China said all people in the camps had “graduated”.

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