Last week we published the first of our two-part feature series that looks at what Australians want from beauty in 2019. If you haven't already, head over and read that now.
The previous article examined a number of changing consumer preferences when it comes to sustainability, philanthropy and the relationship between beauty and fitness. This week, we're looking at their radical side – the young, savvy beauty expressionists and experimenters.
"Free to be me"
2017/18 saw multiple brands champion their customers and spruik beauty as a means of self-expression. A good example of this is COVERGIRL, who retired its 20-year-old slogan 'Easy, Breezy, Beautiful CoverGirl' in favour of 'I Am What I Make Up'. Revlon launched its 'Live Boldly' campaign and Rimmel London updated ‘Get the London Look’ to 'Live the London Look' in a bid to be more inclusive and co-creative with its customers.
These updates are key. In previous research undertaken by marketing platform, Olapic, it was revealed that 66% of people are likely to switch brands if they feel like they’re being treated as a number instead of an individual.
"With this in mind, beauty brands should stay close to social media to observe changing consumer preferences, and emerging trends. Right now, we are seeing a rise in beauty content through consumers embracing the themes of expression, identity, expertise, physicality, and masculinity," reads Olapic's latest strategy guide.
Looking at the man
Honing in on the former – masculinity – brings us to another emerging trend in beauty. Perceptions of masculinity are undoubtedly changing with the rapid rise of male personal care and gender neutral makeup. Industry forecasts are promising that the male beauty and grooming market is set to be worth more than $US60 billion by 2020.
There's already been a rise in male influencers representing brands, while the hashtag #mensgrooming has more than one million posts tagged to it. This will continue to grow and go viral over the coming year according to experts.
But language must be carefully balanced advises forecasting company The Future Laboratory. "Terms like ‘guyliner’ have a lot to answer for in terms of putting ordinary men off cosmetic experimentation," reads its Future Forecast 2019 report.
"Instead, functionality and transparency must sit at the forefront of brand communications, with language that is clear and unfussy in order to have impact."
The trial tribe
Personalisation when it comes to beauty is a broad and sweeping term. While corporations expand shade ranges and use technology to develop custom products – down to balancing the PH of skin – retailers are helping consumers make more informed choices about what to buy.
According to McKinsey, trial is the key successor and will continue to be so. Consumers value being able to try a range of different products that are suited to their needs and then make their final purchase decisions from this initial freedom. Mecca Beauty Loop has been named as a leader in the Australian sector, while McKinsey reports that in the US, subscription e-commerce (think Birchbox) has grown over 100% in the past 5 years.
A 2018 Australian Financial Review article focused on how Mecca's strategy of offering entry level to premium products, travel-sized samples at point of purchase and exceptional in-store service, has led to an increase in sales.
Australia's diverse population
So who is it that wants this inclusive, gender-neutral beauty that's eco-friendly and comes in sample size, recyclable packaging? To conclude our round-up of 2019 trends, here's a closer look at the people driving this new era of beauty.
A 2018 report by Bauer Media and Roy Morgan reveals that in Australia, Asian immigration has profoundly shaped the millennial generation (23 to 38 year-olds). One in five millennials in Australia were born in Asia.
When it comes to spending, Asian-Australian millennials are much more careful and price sensitive, but they are highly aspirational and status driven. This is all while they conduct their lives mostly online.
In fact all young Australians spend most of their time in a digital world, meaning the way they follow the zeitgeist and commonly seek and source beauty ideas has changed dramatically. It's no secret that Instagram has become a thriving environment for beauty brands targeting the young, with 44% of cosmetics and skincare purchases influenced by social media (source: Facebook IQ).
Many older Australian women express themselves through beauty when triggered by a life event, be it losing weight, a new job or even a break-up/ divorce. Most (44%) consider a special birthday – a 40th for example – as the most likely reason to experiment with new looks and styles of makeup.
If you would like any information or data from either article expanded on, please contact georgie@beautydirectory.com.au, or your account manager.
Sources: LSN: Future Laboratory: Future Forecast 2019, LSN: Future Laboratory: Beauty Futures 2018, Bauer Beauty by Generations, 2017, CB Insights. 2018, McKinsey Insights, Bauer Tampon Tax, 2018, Facebook IQ: Understanding the beauty shopping journey of the connected consumer; Mintel Beauty and Personal Care Trends 2025.