Rissa Mananquil Trillo on How Beauty is Redefined During the Pandemic

It’s easy to dismiss beauty as a trivial pursuit. In my previous job, where I handled the beauty and lifestyle sections of a magazine, I admit there was a point where I questioned parts of the industry myself. But as always, its relevance surprises you when you least expect it to, even in the midst of a global pandemic. Beauty is much more than swiping on your favorite lipstick of the moment—something that has actually proven to be quite therapeutic these days—or deciding on your next hair color. It has the capacity to connect people, to tell stories about personal triumphs as well.

Since starting Happy Skin in 2013, Rissa Mananquil Trillo has made her mark as a beauty authority in the country. Having had the pleasure of working with her a few times in the past, I assumed I was in familiar territory. But as always, the entrepreneur, author, and model surprises one with a new set of life lessons that can be applied both inside and outside the workplace. She shares to us her learnings as an entrepreneur, the power of listening, and how beauty—like practically everything else during this time—is being redefined.

And then the pandemic happened. When the lockdown was first imposed, the brand’s sales, which was heavy in retail, was impacted when malls started shutting down. “Although we were already online, Happy Skin had around 70 boutiques and counters across the country,” Mananquil Trillo shares, adding that it took away the tangible experience of a potential consumer testing out products for themselves. When asked about how they found a solution to this, she emphasizes the importance of listening during the pandemic. “As we all practice social distancing, it’s equally important to practice social listening, too. How do the customers feel and what do they need?” she asks.

After pondering over this question, Happy Skin came up with a few solutions to cater to their customers’ needs. “Thanks to technology and online retail, we reacted quickly to reach more consumers staying at home. During the ECQ, we started offering Happy Skin Curated—a one-on-one virtual consultation with our beauty advisers. It’s a great way to learn more about our products; our beauty advisers share personal tips and even product swatches via Zoom,” Mananquil Trillo shares. These days, as establishments start to open, you can find their beauty advisers safely manning many of their stores and counters already.

At the same time however, the brand understands that some shoppers may still be hesitant to enter public spaces. Their solution? To launch a curbside pickup option. “Our Happy Skin Personal Shopper is an online tool that allows you to have your products prepared by our beauty advisors, and you can conveniently pick them up at the curbside of select malls,” she adds. Because of this, shoppers were able to purchase new favorites such as Fresh Morning Dew and the Lip Mallow Coffee Edition, both of which were released in the middle of the lockdown.

Aside from being flexible, the solution, she shares, is to simply be there for your customers: “Whether you’re a global brand or a shop around the corner, being present in the digital marketplace is so important right now. With the growing number of digital enthusiasts shifting to consumer shopping online, your business must be ready for these Google searches. Without a strong digital presence, you could be missing out on connecting with potential customers during the exact moment they are interested. In these moments, consumers aren’t just getting information; they’re also making decisions and heading straight to online stores,” she says.

As the way the world works is shifting, so is the definition of beauty, which is now being linked with self-care—which can mean anything from a meticulous skincare routine or experimenting with new makeup looks as a form of therapy. A 2020 report done by McKinsey & Company confirmed this—even before the pandemic, personal products and skincare products topped beauty industry retail sales globally. Their findings also show that digital platforms and the pace of innovation will continue to accelerate, with more importance being placed on direct-to-consumer e-commerce and shoppable social media marketplaces. While the beauty industry has certainly took a heavy blow like any industry, one thing is for sure: it will continue to adapt and remain relevant to consumers.

Mananquil Trillo says all this with her signature poise, but like any entrepreneur during the pandemic, a number of adjustments had to be made. And to her, flexibility is of utmost importance these days. “It’s been a wake-up call not just for consumers but for business owners too—to innovate, pivot to new business models, adapt, be more resilient, and give new alternatives and unique value,” she says, adding that if there’s one change that will remain permanent during this COVID-19 crisis, it’s that digital will continue to rise. “It’s not business as usual; it’s business as best we can.”