INFLUENCER
Nurturing
BRAND LOYALTY The Power of Consumer Events in the Beauty Industry By @icybutterfly
M
y passion lies in hosting events, an enthusiasm that matches my love for attending them. My niche is Chinese-speaking in-store consumer events, where I bridge the world of beauty and fashion with local Chinese communities. In the ever-evolving beauty and fashion landscape, brands continually seek innovative ways to connect with their customers. My focus has been on using my language skills and local Chinese connections to host consumer events, which have gained momentum and garnered returning clients. These events bring beauty and fashion enthusiasts together with brands, offering numerous benefits in the Australian retail market. Australia’s thriving retail market boasts a diverse and discerning customer base always seeking the latest trends and products. However, this dynamic market presents unique challenges: • Multicultural Diversity: Beauty brands must cater to a wide range of skin tones, types, and body shapes. • Seasonal Challenges: Opposite seasons and distinct climate conditions challenge consumers’ style and trend choices. • Eco-conscious Movement: Growing eco-consciousness drives demand for sustainable and ethical products. • Digital Dominance: Online platforms, reviews, and influencers have significant influence in Australia’s digitally dominant retail landscape. 68| RETAIL BEAUTY SUMMER 2023
