Mirabella Pivots During Pandemic

Professional beauty brand Mirabella pivoted resources and employees during the coronavirus pandemic to support one ultimate goal—helping the brand’s loyal customers succeed during and after the virus passed. Focusing mainly on educating about proper, Covid-friendly sanitation practices, extensive product knowledge training and the creation of over 10-hours of instructional video content, Mirabella started the distribution of materials in early April both via a series of Facebook Live Events coupled with the addition of all tools to the brand’s robust marketing support site – Go-Bella.com.
 
“Our customers’ support means so much to our team,” said Miranda Coggins, owner of Mirabella. “And, witnessing their perseverance through waves of uncertainty that have plagued small business during this pandemic inspired me to devote time to helping each of them succeed with our brand. The professional beauty industry is forever changed by the Covid crisis, and Mirabella is dedicated to being on the forefront of innovative strategy, sanitation practices and techniques.”
 
With this key idea in mind, Coggins and her team worked tirelessly to revise pre-existing training tools to meet the new, Covid-friendly standards and practices, in addition to offering customers educational videos and an opportunity to communicate with the brand’s most educated staff members in a series of Facebook Live events. Mirabella did not stop there, though—all of the training tools were added to the brand’s marketing support website, allowing customers the opportunity to utilize the material at leisure. Furthermore, in an effort to aid the brand’s customers in sales, Mirabella implemented temporary dropship and affiliate programs.