While selfies have actually been around for yonks, the surge of them and the platforms that share them have been a boon for beauty brands.
Agreeing that selfies have helped the beauty market, CEO of beauty brand Brazilian Beauty, Francesca Webster explained to B&T how the brand has two sets of clients. One who does beauty quickly – in and out – and the other is what Webster describes as a “whole new generation of clients”.
“Beauty is almost like a part of their life, it’s what they do,” she said. “They’re interested in themselves, not just from a beauty perspective, but also health and wellness and exercise.
“That change in consumer behaviour has definitely aided our growth significantly.”
However, while selfies and this concept of wanting to showcase our beauty to others is increasing, Webster doesn’t believe it’s because of vanity.
“I don’t think it’s vain. In Australia, people are going to be around a lot longer than they were 20 years ago, and I suppose people want to enjoy their lives, they want to look good,” she said.
“But I don’t think it’s vanity. I think it’s more looking and feeling as good as you can, for as long as you can.”
With a market as saturated as the beauty one, Webster said there are an awful lot of brands who have very niche service offerings, and she wouldn’t be worried if competitors set up shop next door. She felt it would be quite complementary.
“One of our competitors has a similar price, maybe it’s a bit lower, but they have very short appointment times and it’s very much in and out,” she said.
“Whereas I’d like to think at Brazilian Beauty it’s more of an experience. So we may cost a little more, but the experience is completely different.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
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