Therapy Trends

A Tale of Two Pandemics

By Elayne McClaine

The year of our Lord 2020 will be forever considered the year we lost. There was no winter nor spring, nor summer. We feared the future of the fall. The year started with a virus that rapidly spread across all cultures, races and neighborhoods. All businesses, as well as OTC retailers, were forced to shelter in place—at home, no retail, no revenue. Then in May, 2020, as quarantined captives, we watched a human being’s life be taken in a mere 8.46 minutes. He could have been an OTC customer from any city in the country. The first pandemic closed our doors to business, while the second pandemic further sealed our fate.

We had heard of Black Lives Matter, but a dual pandemic shackled us to a new reality. All Lives Matter. And all lives can be impacted by a viral or racial pandemic. Societal equality is due to all African Americans, Latinos, Native Americans, and Asians. Death and unrest proved that we are all at risk. Either pandemic can place a knee on anyone’s neck. Over 20 million Americans protested with 60 other nations. Global citizens were infected in 188 countries. Hundreds of thousands have died.

What can we do differently when times get better? OTC retailers and customers are blocked from buying and selling favorite brands, accessories or hair extensions. Re-engage the OTC with the community under new terms. There needs to be some sensitivity. We must combine social justice with social distancing. Focus on merchandising those goods and services that recognize the dual pandemic, masks, gloves, sanitizers and socially sensitive caps or t-shirts. A diverse workforce would indicate a unique approach to consumer relations.

Respond to both pandemics with compassion and understanding. When consumers return from virtual online outlets, they should feel welcome and respected at the stores that have always serviced their community.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com.

A Tale of Two Pandemics

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