Whereas many corporations are laying aside advertising spend or suspending launches, others are urgent forward — and even transferring them ahead.Magnificence model Glossier launched a hand cream final week, tapping into the necessity to sooth arms dry from frequent washing, and used images from its social media followers to take action. In the meantime, Chinese language cell phone firm OnePlus went forward with releasing two handsets costing $699 and $899 through a web based presentation to journalists.These new launches is perhaps a refreshing change for shoppers, who’ve been subjected to a variety of coronavirus disaster advert campaigns that seem to comply with a formulation — somber piano music, pictures of empty streets, stadiums or stations and a reassuring message that the corporate remains to be there for them, as a montage printed on YouTube exhibits. For Huib van Bockel, founder at UK. vitality drinks firm Tenzing, it is a good time to launch new merchandise. Tenzing deliberate to launch a blackberry and acai taste later within the 12 months however as a result of individuals are growing their dwelling health regimes and subsequently would possibly really feel the necessity for an vitality drink, van Bockel felt that now was the correct time.”We mentioned, really we’ll use this era, initially as a result of our product is admittedly related in the mean time and secondly, it will most likely be the extra seen and extra heard if we launch one thing now versus when everybody will launch in a few months’ time,” he informed CNBC’s James Wright.And as a substitute of its regular strategies of selling through billboard and press advertisements and handing out merchandise at practice stations, it launched the brand new variant through health monitoring app Strava. Individuals have to finish seven consecutive days of exercise on the app to be given an entry code that they will redeem for a can of the brand new drink.”We launched with the easy aim to get individuals to train extra. Right now, train is definitely essential, whether or not you do it within the dwelling or go outdoors on your day by day run and subsequently we mentioned should you really train, should you put within the hours, that is the one approach for individuals to entry this new drink,” van Bockel mentioned.Skincare model Healist Superior Naturals additionally determined to proceed with launch plans regardless of the virus outbreak. Based by former Coty executives Lisa Raggiri and Michael Bryce, the corporate sells a variety of tinctures, lotions and gummies, infused with cannabidiol (CBD), the non psychoactive a part of the hashish plant. On its web site, a “Calm Drops” product retails for $69.99.Skincare model Healist launched in the course of the coronavirus pandemic in 2020.Healist Superior Naturals”Our model advantages, particularly calm and sleep, are very a lot wanted throughout this time (so) we felt it was proper to launch,” Bryce informed CNBC through e mail. The corporate has needed to cope with advert businesses closing and provide chain hold-ups, which have meant “much more work,” he added.Bryce, who can be the corporate’s world chief advertising officer, mentioned advertising plans had been adjusted. “We needed to cancel the out of dwelling (billboard) campaigns we had deliberate and as a substitute strengthened our influencer advertising program, secured a TV/OTT (over-the-top streaming) mass consciousness marketing campaign, and have partnered with a number of newsletters and evaluation websites which have broad attain,” he mentioned. Whereas gross sales forecasts are down, Bryce sees this time as an opportunity to get the fundamentals proper. “We’re seeing this as a possibility nonetheless, enabling us to decelerate, specializing in constructing a relationship and interesting with our new neighborhood,” he acknowledged.This week, sneaker model Allbirds went forward with the launch of its first operating shoe. With solely 4 of its 19 shops open globally, it is hoping individuals will take up its supply of free returns for as much as 30 days when shopping for on-line. “Within the midst of all this, individuals are operating … greater than ever,” its co-founder Tim Brown informed CNBC in an interview. “We felt just like the product was serving that function.”The footwear are available in 4 colours, together with this one in mild pink.Supply: AllbirdsIn the identical business, Asics additionally determined to press on with the launch of three new sneakers regardless of the coronavirus outbreak. Its unique plan was to indicate off new merchandise to reporters in Kobe, Japan at an “innovation summit,” nevertheless it rapidly realized it must stay stream the occasion as a substitute — or so the corporate thought. When Japan requested colleges to shut and requested the cancellation of enormous gatherings in March and the Asics-sponsored Paris marathon was additionally halted, the corporate determined it could announce its new vary utilizing digital actuality (VR).It distributed VR headsets to journalists, who might discover a digital “innovation lab” exhibiting every pair of latest footwear, and so they have been requested to do actions akin to leaping in time with a holographic volleyball participant.”Regardless that the races are closed, they’re nonetheless prime of thoughts and that is an innovation we all know can change (individuals’s) expertise for the higher and so we actually needed to carry it out,” in line with AJ Andrassy, the corporate’s world director of efficiency operating footwear, who spoke to CNBC’s Wright by video name.And in line with Fiona Berwick, common supervisor of Asics’ world advertising division, this launch would possibly change how the workforce operates in future. “It is actually essential that we preserve transferring and preserve adapting … perhaps that is going to make us be far more short-term (in our) planning and get used to those type of two-week timescales. It could pace up how we’ve to reply as entrepreneurs,” Berwick informed CNBC by video name.CNBC’s Lauren Thomas contributed to this report.