The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at the latest insight series from Are Media, TRENDtalks: Beauty.
Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted how technology is set to revolutionise Australia’s multi-billion dollar beauty market and why brands should use social media influencers differently.
Speaking about Are Media’s latest ‘Beauty Voices’ research, which revealed 92 percent of consumers feel strongly about more diversity when it comes to beauty advertising, Brooke Le Poer Trench, lifestyle director at The Australian Women’s Weekly said: “We also know that consumers are just looking for signs in every purchasing decision, that their values are aligning with the products they buying. That extends far beyond the ad campaign. I think we’re all trying to understand how we can use our buying power to help move this forward in a really positive way.”
Lyndall Campher, media director at L’Oréal Australia and New Zealand spoke about the global beauty giant’s ‘Sense of Purpose’ campaign which addresses issues around diversity, inclusivity, sustainability, climate change and animal welfare.
“When we did research on this campaign we found that new customers coming into the market, particularly Gen Z, issues around sustainability and inclusivity are really important for them and they will only buy from companies with their own values or resonate with the values of the company.” Campher said.
Are Media’s Beauty Voices survey found 22 percent of influencer reviews actually influenced consumer purchase decisions, but Thattil argued how brands collaborate with influencers should change.
For Niamh Mooney, founder of Skin Software, influencers and user generated content have played a key role in informing its customers. “Influencers have been really effective in educating customers on prescription grade ingredients and also legitimising the brand as well.”
TRENDtalks: Beauty is the third in the popular insights series, following travel and food. To view the discussion click here.