Marketing Through Mayhem: Moët Hennessy Louis Vuitton SE
Moët Hennessy Louis Vuitton SE quickly pivots their luxury business to produce hand sanitizer for communities in need during this difficult time.
As we all find our way through this time of uncertainty, the SalientMG team has found inspiration through brands that are making themselves memorable (or in some cases, not so memorable) by the positive contributions they are making in their community, for their employees, and with their customers. We want to share this inspiration with you through a series called, “Marketing Through Mayhem”, where we will highlight those brands who are going to drive lifelong affinity by how they are adapting and pivoting their businesses to do good.
Marketing Through Mayhem: LVMH – Moët Hennessy Louis Vuitton SE
The first exemplary brand we would like to highlight is LVMH. When somebody mentions LVMH, I am instantly dreaming of soft leather purses, timeless watches, high-end fashion, heavenly fragrances, and bubbly champagne. I dream of Paris and making my way down the Champs-Elysee while stopping off for a glass of Moët & Chandon and looking into the windows of Christian Dior. Basically, Louis Vuitton SE is the epitome of luxury goods to me—except now they’re way more than that.
In this new world of consumer panic and the shortage of hand sanitizer, LVMH has decided to help its community rather than carrying on with business as usual. The company has stopped fragrance production at three of its manufacturing facilities and converted them to start the production of hand sanitizer instead. LVMH was able to quickly adapt to the new normal and pivot their business by understanding that the new luxury is no longer high end, but everyday products that have become so hard to find. LVMH pledged to deliver the new hand sanitizer to French health authorities and hospitals, free of charge.
Other companies have since followed suit on the sanitizer train, including Anheuser-Busch, Tito’s, and Dillion’s Distillery of Beamsville. Much of this new product has been donated completely free of charge to police, hospitals, long-term care homes, municipalities, and others.