Thinking about using the coronavirus as an angle to push shoppers to buy your beauty products or natural hand sanitizer? What about repositioning apparel as “WFH style” or insisting there’s no better time to invest in luxury pajamas or blasting out images of Chrissy Teigen in self-quarantine, just to make sure everyone knows what brand her robe is and where they can buy it? Maybe just reminding people that they can get all the fashion they want online and delivered while they’re stuck at home?
For the sake of consumers now going through unprecedented global events started by a true pandemic, not to mention the future reputation of the brand you operate or represent, don’t do it. And stop doing it if you’re among the scores of brands already essentially crop-dusting shoppers, editors and the public at large with product promotions, dubious claims and all of the things we can and should be buying online “while social distancing.”
“When people and companies start capitalizing on an opportunity like this, for the at-home shopper, it reeks of opportunism and strikes the wrong tone,” said Ellen Niven, who’s worked for many years in branding communications and cofounded the firm NivenBreen. “People know they can