PPB January 2021

by Danielle Renda Face Masks And Cove r i ngs Putting On Your Best Face With a majority of Americans wearing face masks nearly every time they venture out in public, brands have an opportunity to showcase their messaging in a unique way with truly in- your-face branding. F ace masks. The product gleaned worldwide headlines for all of 2020 and has remained the subject of many pivotal business conversations, press talks, personal discussions and fashion statements. Now face masks have become an everyday safety measure and accessory for most—if you aren’t being reminded to wear a mask before exiting the house, then you can count on seeing signs throughout your place of work, and in public spaces, urging you to “mask up.” We’ve seen the evolution of face masks, with an endless assortment of colorful, uniquely printed and customized cloth masks, bandanas, neck gaiters and more with different methods of keeping the masks securely and comfortably fastened to the wearer. We’ve also seen face masks become the subject of many social media campaigns, like #WearADamnMask, which drew tagged posts from celebrities, like Tory Burch, Reese Witherspoon, Ezra Williams and Mindy Kaling; #LoveThyNeighbor, supported by the Catholic Health Association; and AmericanMedical Association’s #MaskUp. And for individuals, brands and causes promoting themselves via custom face masks, there’s hardly another method of marketing that’s nearly as in your face—literally—but also needed. 18 | JANUARY 2021 | INNOVATE