The proliferation of social media, beauty bloggers and YouTube stars has given Australian women more exposure to brands and inspiring looks than ever before, despite the cosmetics and toiletries market remaining dominated by global mega brands, according to a new report.
The emma (Enhanced Media Metrics Australia) Cosmetics and Toiletries Insights Report, FaceTime!, explores this fragmenting market, the attitudes of Australian women towards beauty and grooming products, and the sources they trust to discover and make their brand choices.
Key trends include:
• Traditional information sources – including magazines and advice from in-store personnel – remain important to young and older women alike.
• The way in which younger women embrace social media and style influencers however, looks set to become mainstream as this consumer group matures.
• Women under the age of 30 have a comparatively higher interest in beauty products, enjoy shopping for them more and spend more on an average shop on most categories than older women do.
• Better-informed consumers are more discriminating and are responding to the explosion of brand choice.
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