KINeSYS Sunscreen responds to COVID-19 restrictions with a new educational video series.
August 18, 2020
Solution for Retail owners and teams with the suspension of in-person visits.
Vancouver, Canada (18th August 2020) – Ordinarily, KINeSYS Sunscreen would be connecting with buyers and retail partners at events across North America. With COVID-19 restrictions in place, these events have been cancelled, motivating KINeSYS to create a series of educational videos.
KINeSYS Sunscreen is sold in specialty retail stores, primarily in the running and outdoor space. With their “shop small” strategy, the co-owners of KINeSYS use a grassroots relationship-approach to grow the 25-year-old sunscreen brand, which can be found in 350+ stores across Canada and the US. With this approach the brand is not found in mass-channel big box retailers, but instead within independent retailers. With stores closed across the US and Canada, KINeSYS have had to think about alternative ways they can connect with these independent specialized retail partners.
“The team would normally be out on the road having conversations in-person at race events and trade shows, as well as in-store, so this was a great “outside the box” solution for us to create for future and current retailers.” says Melissa Haupt, Marketing Manager for KINeSYS Sunscreen.
KINeSYS Sunscreens are not available mass-channel in big box retailers, so they rely on the connections they have with small independently owned retailers. “Giving our current and potential retailers access to these educational videos keeps us top of mind and provides a solution for the owners and their teams, since they can’t see us in-person. We need to do whatever we can to continue the conversation and keep retailers in the loop during these unfamiliar times.” said Melissa.
The Canadian made sunscreen brand doesn’t have the same resources as its larger competitors, leaving them competing against large marketing budgets. “We did what we could with what we have. When you care about the retail space you’re in, and the customers you serve, you tend to be resourceful. We don’t have a large budget to work with and with so many restrictions in place, it was a “make it work” moment for sure.” said Lisa Heggie, KINeSYS Co-Owner, about creating the videos.
The educational series of videos is based upon using the frequently asked questions the KINeSYS account managers get asked when they’re on the road visiting stores or at events and trade shows. Including everything from how to use the product to how to pronounce KINeSYS. “These videos will not replace our face-to-face presence, but we felt would be a great intermediary solution until we can get back out on the road again.” said Melissa.
As a way to keep connect to retailers in the space, KINeSYS also participated in Running Industry Association’s (RIA) KICK-On-Demand, a platform developed by RIA in response to COVID-19, which has limited the entire retail industry from ‘doing business as usual.’ “It sounds cliché, but pivoting during these times is what every business has to do. In order to serve our retailers and our consumers, we need to do whatever we can. RIA KICK-ON-Demand was a great solution for us.” said Lisa.
About KINeSYS Performance Sunscreen
KINeSYS Performance Sunscreen is a leading sunscreen manufacturer based in Canada. For 25 years, the brand has been developing and distributing high-performance sunscreens and sun protection products around the globe, helping to spread the message of sun safety for all outdoor enthusiasts, ‘However You Perform.’ The range features oil-free, alcohol-free and preservative-free sunscreens beloved by both athletes and amateurs alike. Available through speciality Retail Partners in the USA, Canada and Australia; and online at www.kinesysactive.com, www.kinesyactive.ca, and www.kinesysactive.com.au.
CEO / WILC Healthcare Inc.
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