Enrich announces 'ME to WE' campaign in light of current pandemic
India’s first ‘Trusted Mark’ certified salon chain and only salon to be certified by CIDESCO, Switzerland, Enrich has revolutionized the unisex salon chain business in India. The brand has made a significant contribution for bringing order to this unorganized industry, they are known for their innovative marketing initiatives and unique approach. With the pandemic leading to a standstill in business given the lockdown, Enrich once again was at the forefront with their promise of health and safety to their customers remaining unwavered. They announced their new campaign, 'Me to We' to encourage a new outlook to tackle the on-going pandemic .
Enrich, has for long stood as an ally with their customers in their quest to like themselves more, this thought has been underlined in their brand tag line, which for years has been ‘love begins with you’. The idea being that, this self-acceptance is the starting point to self-esteem. By making people look good, which in turn makes them feel good about themselves is what the brand sees as their role in the lives of customers.
The custodians of the brand learnt an important lesson from the ongoing pandemic. It is no longer only about yourselves regardless of whether you are a country, business, city, community, neighborhood, residential society, household, family, individual. Given the contagious nature of the virus, the only way it can now be contained is if we all think not just about ourselves but of others too. The mask we wear safeguards others, their mask saves us. We stay indoors to prevent it affecting us as much as it prevents us from spreading it further. The realisation is that each one of us is safe only when all of us are safe.
This new insight and learning, that fundamentally changes the way all of us have to behave is reflected in a change in the brands baseline – from ‘love begins with you’ which was the earlier definition, to ‘ love begins with us’ . Through this campaign, Enrich is prompting people to think about others and not just stopping at “me” .This new thinking and shift has been communicated to the customers and all stakeholders through a campaign that uses ‘ME to WE’ as the term to make the viewer comprehend and remember this change.
Enrich has been seeding in this thought in all their activities. The brand has been giving back to the community by going an extra mile in helping the needy, supporting the retail employees with monetary assistance amongst other things; all emphasising on the “Me to We” thought process. To make it an inclusive process, the brand surveyed 15,000+ customers across Mumbai, Ahmedabad, Pune, Bangalore, Vadodara, Surat and co-created the stringent hygiene protocol for customer and the salon team safety against Covid-19.The protocols detailed as a part of the campaign communication brings alive necessary rituals for customer and salon team’s safety once business resumes. Inspired by what once Martin Luther King, Jr. said never be what I ought to be, unless you are what you ought to be, this campaign by Enrich brings alive the inter-related structure of reality.
The core message and it’s rendition has received good response from the audience and they have witnessed great engagement on their social media on related posts.
Keeping their brand promise of serving customers in the best possible way at all times; they launched a unique initiative called 'Call is Well.’ This activity was spearheaded by the servicing staff by providing personalized on-call assistance by reaching out individually to clients. The expert beauticians and hairstylists guided them on self-care during lockdown and also checked-in to see how they’re doing. This was a huge success as clients were missing their salon routines and were unsure how to maintain themselves. With 70,000+ calls made by the professionals; the activity was a well-received by clients. While serving customers in salons was not an option, this was the closest the brand could get to serving them.
‘Brand Enrich has set the way by taking cognizance of the learning from this worldwide pandemic and harnessed it into a new way of thinking for the brand that is more inclusive and effective as we all work together to address the situation. The well-being of our community, team and customers is paramount; hence these initiatives are our way of reaching and building a support system.” Said Soumya Shetty, Marketing Head, Enrich Salons.