The executive shared how she drove engagement — both within the company and with consumers — during the pandemic.
“People are doing more things for themselves; the DIY movement happened because salons were closed, and those types of things,” Keith said. “They found surprise and delight in some of the products that they tried, and that’s accelerating parts of the market.“While professional services are coming back, we’ll continue to see incremental usage occasions at home from the habits people developed while the pandemic is on,” she said.
“We remained committed to supporting our brands and having our brands support the people and communities where our consumers live and work,” Keith said. Media backing was maintained, but in many instances, the message shifted to celebrate people and resilience. Keith noted consumers are engaging in information, and that’s where the company’s Responsible Beauty platform, launched last year, comes in. “We’re very focused on transparency and sustainability,” she said.
Keith said it’s become a rallying cry for each person at P&G Beauty. “Sometimes as a leader you put out a strategy or plan and you have to repeat yourself to really get it to permeate the organization,” she said. “Responsible Beauty has not been that. P&G employees come to work every day thinking about Responsible Beauty, talking about it, asking me about it and demanding that we make progress.
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