How LVMH, Prada, LUSH, NIKE And Other Brands Communicate During Coronavirus

By Paiame Shalalvand


LVMH is converting its perfume factories to make hand sanitizer. In a moment like this consumers aren’t thinking about buying a new Dior or Givenchy perfume. Instead consumers and hospitals are in desperate need of hand sanitizers. 12 tons of hydroalcoholic gel will first of all help hospitals with necessity and hopefully save lives. But more than that, they’re doing what’s in the public interest. A good example where a brand doesn’t push for sales, instead connecting with customers and employees by helping.


Business of Fashion wrote about Scott Sternberg, founder of the clothing brand Entireworld, and their open letter regarding the coronavirus. They describe the situation as "at best utterly confusing and at worst kinda terrifying" and at the end of the letter, they included an offer for 25 percent off its sweatsuits. According to Business of Fashion, Sternberg said they had to do something to create immediate demand that translated into sales volume.


To prevent the spread of coronavirus, Lush is inviting people into its stores to wash their hands. By making it accessible, hopefully it could keep the virus from spreading.

Donations by brands

Prada, Armani and Sergio Rossi have decided to donate money to hospitals in Italy. Sergio Rossi has committed 100 percent of the profits from online sales between March 14 and March 20.

The Chinese cosmetic brand, Perfect Diary, was one of the first brands to announce safety guidelines to their fans. Here’s a response from a fan on WeChat - “What Perfect Diary did is quite moving, they are the first brand I saw publish any safety guide for their fans”. Estee Lauder also announced a donation which resulted in positive comments. Here’s a comment from a customer - “No wonder Estee Lauder is my favorite brand”.


Glossy wrote about Hiki’s launch that sells body wipes, deodorants, antiperspirants, anti-chaffing sticks and body powder. Most brands are waiting with new launches until the crisis is over. Hiki is doing the opposite and pushing forward by doing a campaign where they give free products and in return for them posting a kind message toward others on Instagram and tagging them.


During the quarantine in China NIKE has been posting at home workout videos on Tik Tok. Furthermore, they encourage customers on Instagram to stay healthy and active through their training apps.

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