As we continue to confront the challenges of COVID-19, masks have become one of the best ways to mitigate the spread, but also a point of contention for two opposing sides of the population. And while mandates vary from state to state, retailers and corporations have come together to put a positive face on mask-wearing. From helping to normalize masks, to positioning them as a way to make fashion and personal statements – brands are using the power of marketing to ensure that safety trends.
Take a look at the brands who have inspired us by encouraging consumers to embrace, and maybe even get a little excited, about owning the look.
Swimwear: Blackbough swimwear, Dippin’ Daisies
While summer feels a little different this year, bathing suit season remains hot, with marketers spotting the opportunity to tie into the mask trend. The result was the so-called “trikini,” a three-piece bathing suit that includes matching top, bottom, and face mask. It’s where summer, style, and safety meet.
The closing of Disney parks around the world was an unprecedented event, and their reopenings are being closely watched by the media. One defined point of their reopening strategy? Mandatory face masks. And in true Disney Parks style, they have created their own branded products in order to boost their revenue and encourage parkgoers to follow the rules. Not only are they available onsite, Disney enthusiasts can also order them online.
Other entertainment companies like Warner Brothers and Universal followed suit, selling their own comic book and cartoon face masks to their fans. Because if you’re going to wear a mask, you may as well look like a superhero.
Fashion brands: Louis Vuitton, Fendi, Off-White
The fashion world is, of course, putting their own artistic spin on masks, from simple branding (Offwhite) to giant bows that make a bigger fashion statement (Collina Strada). Some fashion brands are even taking a cue from swimwear lines, creating multi-piece outfits with matching facemasks.
And for those who really want to make a statement, brands like Louis Vuitton and Fendi are creating couture masks that cost hundreds of dollars – if you can find them, that is. So few exist that they can only be found at auction, perpetuating the exclusive and expensive aura of these brands.
Sports teams: NFL/NBA/MLS
Sports are one of the industries hit hardest by the pandemic. Live sports, to the dismay of many, were not played or aired for four months, and their return is either strained (baseball), different (basketball), or a total mystery (football). So how can fans show support? By sporting a team mask, of course. It’s a way to take a stand, even if we can’t be in the stands.
Whether mask wearing fades over time or continues to trend as a part of our post-pandemic new normal, the way in which industries have seized the opportunity to change perceptions for the better has been interesting to watch. In many ways, these mask marketing strategies have turned this essential accessory into a unifying symbol we can all get behind.