Page 34 - TMI Special 10-11 2020 FlipBookv2

INSIDER
INSIDER

Essence Corp partners with clients across the region to invite local consumers following their retailer’s social media platforms to learn about its
brands. Shown here, recent invites to Instagram Live sessions in Panama and Chile.

Essence Corp stays connected with the latest social media tools

Duty free stores may be closed and Director of Marketing. So we are going with these platforms –
travel halted but Miami-based distribution “For Essence Corp, it has always been like Instagram Lives – that are very good
company Essence Corp is more connected very important be present in digital. It’s tools and people really like the way they
than ever to its customers, its brands, its even more important to stay connected to can respond interactively. They can ask
Beauty Advisors and even consumers. our clients, beauty advisors and customers questions, they can comment, they can
The renowned beauty company since traveling has been affected. Digital tell you what they like the most about the
that represents such brands as Versace, communication has been our best ally brand. Some people who did not know the
Rituals, Hermès, the whole Interparfums to have them engaged with our brands brand, fall in love with it after participating
portfolio, and many other global marques, and to keep the same dynamic as always. in one of our sessions.”
has ramped up its digital communications Virtual trainings and Instagram Lives Operators such as London Supply in
using all the latest tools and techniques that have been our best assets and it can only Argentina, UltraFemme in Mexico, Motta/
social media has to offer. get our communication and close brand Attenza in Panama or distributor Fontaine
Under the expert direction of Maria relationships stronger,” explains Humbles. in Canada invite customers through their
Ninfa Alvarez, Essence Corp’s Sr. “Essence Corp has always been own social media platforms. The invitees
International Trainer – TR Americas, the using digital but now we are focusing on are followers of these accounts.
company has been conducting a stream of it more,” explains Alvarez. “Our aim has Instagram use has surged since the
highly effective communications that run always been to be connected, connected lockdowns, says Alvarez. “Like all of our
the gamut from trainings to Master Beauty to our clients, connected to our BAs, client companies, I have increased the
classes. connected to the people who love our number of my followers on Instagram
“We are making a great effort to keep brands and want to know more about them. significantly since the lockdown. People
being connected, digitally present and of “We wanted to develop the way we are spending much more time looking at
course, keep our brands more relevant than were connecting with these people. We these platforms. The stores are closed so
ever,” Alvarez tells TMI. have been doing Zoom trainings that in some cases, Instagram is the only way
Although Essence Corp’s virtual focused more on the sales people, on the retailers can stay in touch with their
communications have taken a giant leap the team, or for the client’s teams, like customers.”
forward during the current coronavirus marketing and administration, etc. But Some operators are able to promote
pandemic, the company has been using the idea is to connect even more with and sell online. But even those not able to
digital tools to stay connected long before our retailers’ clients. And this is very sell online want to keep communicating
the current crisis, says Gabi Medeiros spontaneous. Many people are spending a about their brands and stay in contact with
Humbles, Essence Corp’s Executive lot of time at home because of lockdowns. their end users, says Alvarez.

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