In April 2020, at the height of the COVID-19 pandemic, businesses across the globe were facing unprecedented challenges.
Lockdowns, curfews, and social distancing disrupted not just supply chains, but the very core of how many companies engaged with their customers. One morning during that period, I received a call from a client in the beauty industry based in Kenya. Their business was on the brink of collapse — and they needed a solution urgently.
The Challenge
This particular client was a local maker and distributor of a successful makeup brand. For years, they had built their sales strategy on physical activations, beauty events, and partnerships with professional makeup artists. Their business thrived in spaces where makeup could be seen, touched, and tried on.
But now the world was closed. Shops were shut. Events were banned. Makeup artists had no work.
Worse still, they were on the verge of launching a new product range. How do you launch beauty products when no one is leaving their homes?
The Solution: Digital-First, Community-Led Marketing
Working closely with the client, we developed a three-pronged strategy:
1. Leverage Instagram and TikTok for Value-Based Content
We shifted the focus from direct product promotion to offering value. This included:
- Skincare tips tailored to different skin types and tones.
- Makeup tutorials using their products, targeting everyday women at home.
- Behind-the-scenes videos to create authenticity and trust.
- Collaborations with influencers and micro-influencers, particularly makeup enthusiasts who were active on Instagram and TikTok.
The goal was not just to sell, but to build a community around beauty education and fun.
2. E-Commerce with Shopify
We quickly built a simple but effective online store using Shopify, ensuring that product discovery, purchase, and delivery were seamless. The store was integrated with local payment platforms to ease transactions for customers in Kenya.
3. Social Commerce: WhatsApp & Instagram DM Orders
Knowing that many potential customers might not be comfortable with full online checkout processes, especially first-timers, we enabled ordering via WhatsApp and Instagram DM. This allowed for personalized communication, direct customer engagement, and reassurance to skeptical buyers.
The Result
By August 2020—just four months after the crisis hit—the brand had built a thriving online community of makeup lovers and enthusiasts. The new range of products, which initially seemed impossible to launch, began selling steadily and consistently online.
More importantly, the brand was no longer dependent solely on in-person activations and physical stores. They had now added a digital revenue stream that could continue beyond the pandemic.
The Lesson: Value First, Sales Second
One of the clearest lessons from this case was simple but profound:
- Offer value first.
- Position yourself as the go-to expert.
- Build your business off the back of trust and community.
Consumers don’t engage with brands just to be sold to—they engage with brands that solve their problems, teach them something new, or help them express themselves.
For beauty brands (and indeed, many others), the playbook has changed:
- From events to experiences.
- From physical stores to digital shelves.
- From transactions to relationships.
Conclusion
Many businesses saw the pandemic as a threat. But for those willing to adapt, it became an opportunity to pivot, innovate, and grow.
For this beauty brand in Kenya, the shift to value-driven digital marketing, community building, and social commerce wasn’t just a stopgap—it laid the foundation for a more resilient, diversified business model going forward.
Are you ready to build communities and not just customers?
Let’s talk. Email stephenboadi@enablegrowthconsult.com
Stephen Naasei Boadi – Marketing | Communication | Digital Technology | People Development