by Jamaica Gayle | Apr 23, 2020
The idea for Pocket Palette came to Lynda T. C. Peralta seven years ago when she took a 5 am train ride from DC to NYC. At the time, there was no easy alternative to hauling around a bulky makeup bag while traveling. She set out to create the solution. Pocket Palette is a single-use, full face makeup kit that is no bigger than a Post-it note. A brand for busy people, centered around travel.
“Pocket Palette is a travel makeup kit. People are not traveling, and are not wearing makeup. Our entire brand has been built around people who are on-the-go, so our business has hit a standstill,” shares Peralta, the Founder and Inventor of Pocket Palette.
Organizations everywhere are rushing to inform and reassure their customers, however, Peralta realizes that many people are feeling overwhelmed by the amount of COVID-19 related content. Pocket Palette chose a different course of action.
“I think our online presence has switched a bit. We are focused on connecting with our current customers and followers more,” Peralta explains. “We are acting more as a friend to talk to vs. a company that wants your attention.”
Instead of pushing out a heavy content schedule, Pocket Palette is strengthening existing relationships online. Engaging followers by liking their photos and leaving nice comments has become crucial in maintaining those connections.
Posting on social media is not at a complete halt. Pocket Palette continues to provide its followers with light, relatable content on platforms like Instagram. They are also encouraging their network to support other small businesses, like wedding vendors, through online reviews on platforms like Yelp.
Several months before the pandemic, the Pocket Palette team initiated a strategy to transition from a company with a core beauty focus to become more of a travel company. “We did all the work for a rebrand and relaunch of our travel content and then the pandemic happened and we felt irresponsible trying to entice people to travel,” she reveals.
Still, optimism remains. “We are rethinking what it means to be a brand in 2020. While the loss of sales hurts, it does provide a unique opportunity to reflect on our past and future,” Peralta notes. “We are now just taking the time to regroup and think about the next steps.”