With masks unlikely to leave our cultural orbit any time soon, companies are focusing on logo-centric masks as the new frontier of marketing.
Marketing company Vistaprint have released a capsule collection of face masks with designs from artists and artist-helmed brands.
The company’s aim is to encourage mask-wearing whilst also allowing personal and creative expression. Vistaprint’s model means brands can put their logos and marketing on customizable masks.
March Marchant, CEO of Vistaprint Australia told Dynamic Business that while “we don’t suggest replacing the current marketing products and solutions you use across print and digital…masks today could be seen as powerful billboards for brand logos.”
There are a number of online retailers already allowing customers to bulk buy masks with logos on them. Websites like ‘Novel Tees Promotion’, ‘Zammit Promotional Products’ and ‘Apparel Corp’ offer ‘exclusive customisation’ to brands looking to expand into the mask space.
According to Apparel Corp’s website, “branded face masks are no simple freebies to give to loyal patrons and potential customers alike. Giving away this wearable protection will tell consumers how your company cares about public safety and this gets you instant points in the corporate social responsibility department!”
Luxury brands have also been capitalizing on mask-wearing. Supreme , Balmain, By Johnny and Off-White are just some of the companies already making logo masks.
For brands that don’t have immediate logo recognisability or luxury status, mask advertising will require innovation.
In the interview with Dynamic Business, Marchant said, “countless fashion retailers have turned them into accessories, while businesses can use them as branding tools. After all, nothing could be more in your face.”
For brands who are looking for creative marketing, perhaps the answer is to look no further than your own face.
Feature Image credit: andresr at iStock
