So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.
Anti-ageing skincare sales have started to lift again as the oldest cohort of Millennials approaches 40, reports Euromonitor International. Unveiling its latest data at the in-cosmetics Global exhibition held in Amsterdam in mid-April, the trend tracker revealed that healthy ageing rather than trying to turn back the clock has become the major motivator propelling skincare sales worldwide. The number one benefit most in demand is hydration and moisturising, ahead of sun protection and wrinkle prevention and reduction.
Gaining an edge and networking were the top two benefits delegates at esprit’s Marketing to Millennials and GenZ masterclass praised the organisers for. Our first ever event delivered a diverse cross section of speakers – from Tim Duggan, Junkee Media to Jesinta Franklin, celebrity influencer, to Elisabeth King, economist/analyst/journalist and Katrina McCarter, Marketing to Mums – delivering insights and observations based on facts, figures and intuition. Driving conversation around marketing and beauty, delegates enjoyed the networking breaks amongst their industry peers and friends.
Vida Glow co-founder, Anna Lahey, gathered beauty media together to educate them on her holistic approach to nutrition and healthcare with her range of natural marine collagen supplements to nurture hair, skin and nails from within.
Escentials Brands is a refreshingly elegant mover and shaker in the retail beauty industry here in Australia. Seeking out some of the strongest heroes overseas – Trussardi, Atkinsons and Carven – unsung on these shores, along with new, genuine disrupter brands – Goldfield & Banks, Personail and Rock & Ruddle – delivering them to a discerning and appreciative Australian consumer.
The beauty industry is merging with the tech world in a trend that’s inevitable and expanding at breakneck speed. At-home devices are already playing a pivotal role in how consumers worldwide care for their skin and will continue to do so in the future, predict analysts.
Bringing to fragrant life Iconic English perfume house Penhaligon’s latest Hidden London collection, Michael Marzano – National Education Manager, Agence de Parfums presented to media with descriptions of the three new scents. Capturing the sophistication, elegance and history of three distinct areas of London, the fragrances are called: Marylebone Wood, Belgravia Chypre and Kensington Amber.
Natural beauty brand A’kin urges consumers to stop making skincare mistakes and treat oily skin naturally. Gentle yet effective A’kin Oil Control range has proven results, none more close to home than with the formulating chemist’s daughter.
OGX is that ‘funny shaped bottle’ shampoo and conditioner range. The tubby bottle appearing on pharmacy, Priceline and Woolies shelves in an array of glorious colours, depicting their fragrance and ingredients is modestly #1 Premium Hair Care Brand in USA*
Today’s beauty landscape is saturated with competition. The use of celebrity spokespeople is a basic tactic to break through the clutter, but when it comes to natural skincare and wellness the pitch has to be sincere for longterm success. There’s even more expectation when the famous face is the founder, says Brett Riddington, General Manager of KORA Organics, the hugely popular organic skincare brand launched by supermodel Miranda Kerr.