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Social media boosts beauty industry

emmaAustralian consumers are becoming increasingly more informed about their beauty and grooming products due to the proliferation of social media, beauty bloggers, and YouTube personalities, according to a new report.

The emma (Enhanced Media Metrics Australia) Cosmetics and Toiletries Insights Report, FaceTime!, explored the fragmenting market, the attitudes of Australian women towards the cosmetic industry, and the sources they trust to discover and make their brand choices.

Key trends identified by the report include social media emerging as the main style influencer over traditional information sources, such as magazines, and advice from instore personnel; consumers under the age of 30 taking a more active interest purchasing and researching beauty products than their older counterparts; and consumers being over all more discerning with their brand choice.

“Australian women are increasingly informed and sophisticated in their cosmetics and toiletries purchases,” Simon Wake, MD, Ipsos MediaCT said.

Effective branding, marketing and consumer engagement, are therefore paramount business strategies in driving sales among competing companies.

“In a highly fragmented market, beauty and grooming brands need to speak clearly to their target audience, both in their positioning and communications channels.”

“emmaTM data will continue to track this dynamic sector, providing marketers with current and personal insights on what drives Australian women’s consideration of cosmetics and toiletries,” Wake said.

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