Young Living Hong Kong: There’s No Masking Beauty
As the COVID-19 pandemic swept through Asia in early 2020, many consumers in Hong Kong started wearing face masks to safeguard them against the virus. In the face of global health concerns, Young Living knew that providing some sense of normalcy through consumers’ everyday beauty routines could help them feel more grounded in a disconcerting situation. To reach an audience glued to their smartphones and scrolling Facebook (the number one social platform in Hong Kong), we worked with Natalie Chan, a professional makeup artist and beauty influencer, to livestream a master class on how to use Savvy Minerals by Young Living cosmetics while wearing a face mask. We reedited and packaged up the livestream video to create multiple assets for Young Living’s owned channels and earned media, as well as followed up with four makeup artists, providing them with product.
The inaugural master class attracted nearly 300 real–time views on a weekday afternoon among Young Living members. Related social media posts had a reach of almost half a million, with nearly 50,000 engagements. Based on the success of this test–and–learn exercise, Young Living plans to offer other livestreamed master classes.