Retail Beauty 79 Autumn 2024

FREEZEFRAME WELCOMES NEW STAR

SONIA KRUGER JOINS AS BRAND AMBASSADOR

TIKTOK TO TIPS

NAVIGATING TWEEN BEAUTY ADVICE

BEYOND BORDERS

MASTERING CROSS-CULTURAL BEAUTY RETAIL

BEAUTY BUYERS BLUEPRINT

DIVE DEEP INTO ESSENTIAL TRENDS

WELEDA FIRMING FACE CARE.

Support skin’s natural renewal process with organic pomegranate seed oil and peptides from organic maca root, to visibly reduce the signs of ageing and reveal your skin’s natural radiance.

NATURAL EFFICACY CLINICALLY PROVEN

Boosts cellular energy by 110%1

Firms skin in just 7 days^

Vegan

Cheers to 20 Years

Welcome to the inaugural issue of 2024! As we eagerly step into this new chapter, it’s with great excitement that I share some truly momentous news with all of you. This edition isn’t just a landmark as our 75th issue; it also celebrates 20 years of Retail Beauty’s presence in the industry. For those who’ve been with us from the start, you’ll fondly recall that very first issue of esprit, a dream brought to life by the visionary founder, Andrea Ferrari. What began as a monthly print publication in the UK has blossomed into an essential quarterly industry bible in Australia. Today, Retail Beauty has expanded its horizons even further, embracing the digital age with our website, newsletter, active social media channels, and, let me whisper a little secret... we’re gearing up for an exciting awards event.

skincare brands that are making waves on TikTok. Check out our curated list on page 46 to see who’s topping the charts. Additionally, Tony Keusgen of SnapChat unravels how beauty brands are embracing AI to connect with consumers in novel ways. His insights on page 54 are a peek into the future of digital beauty marketing.

Thank you for being an integral part of Retail Beauty’s story – your support, engagement, and passion have been the driving force behind our success. Here’s to celebrating our past, embracing the present, and looking forward to a future filled with beauty, innovation, and continued success. Cheers to 20 years of Retail Beauty and to many more to come!

The world of skincare is buzzing, especially around tweens using products that may be too advanced for their young skin. As a mother of two, with one daughter on the cusp of her tween years, this topic strikes a chord with me. On page 16, our Beauty Breakthrough feature gathers wisdom from leading Beauty Advisors, offering essential guidance for young, curious minds exploring the skincare world.

Elle Macpherson, aka The Body, recently graced our shores to shine a light on her latest business endeavour, WelleCo. And I must say, seeing her in person, she’s every bit the knockout beauty we’ve admired in magazines. I had the pleasure of sitting down with WelleCo’s CEO, Leighton Richards, to pick his brains about all things business, and what it’s like having a supermodel as a boss. Our conversation dives into his corporate journey and how the brand continues to fuel a wellness revolution. See page 39.

In the ever-evolving landscape of social media, we take a moment to spotlight the

Our lineup of extraordinary contributors are back to inform and educate you with their expertise. Jo-Anne Hui-Miller explores the burgeoning trend of DIY manicures and the transformation of nail care by beauty brands on page 32. Meanwhile, Nikita Papas delves into the world of skinloving, tinted serums on page 42, a trend that’s redefining the intersection of skincare and makeup. Customer engagement is the heart of any business, and Ricky Allen sheds light on the delicate balance between retaining loyal customers and attracting new ones on page 66. For the makeup enthusiasts, Michael Brown’s exploration of metallic makeup on page 70 is an absolute treat, while Icy Ling’s piece on tailoring retail experiences for Chinese consumers in Australia on page 72 offers valuable insights into cultural nuances in beauty retail.

This issue is brimming with more enthralling content, and I can’t wait to catch up with our pharmacy friends at the APP2024 on the Gold Coast. For those who can’t make it, we’ve got you covered with an extensive overview on page 20.

YSL Beauty’s collaboration with Australian non-profit FVREE in the Abuse is Not Love initiative marks a significant step in addressing intimate partner violence (IPV). Their goal to educate two million people by 2030 includes training 1,000 individuals, notably YSL employees and young Australians, in recognising and responding to IPV. This is crucial, given the high IPV rates among young people and the stark reality in Australia where one woman is killed by an intimate partner every week. It’s commendable to see the beauty industry raising awareness on such critical issues, and hopefully, this will inspire more similar initiatives.

Save the Date: Look Good Feel Better Dream Ball - Friday, May 3 at The Star, Sydney. Join over 500 guests from the cosmetic, media, and retail industries (including myself and Nicci from Retail Beauty) to support people with cancer. Funds raised will help provide workshops and Confidence Kits to manage the impacts of treatment.

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Naked

The 48 HOUR WRINKLE FREEZE ICE ROLLER

MASK, enriched with powerful wrinklefreezing peptides and hydrating coconut water, offers immediate and noticeable skin smoothing effects for up to 48 hours. Its unique design includes an ice roller, enhancing its efficacy in reducing wrinkles, especially when used for a 30-minute treatment. This mask is especially beneficial for preparing for special occasions, providing dramatic facial smoothing results.

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Contributors

JO-ANNE HUI-MILLER

Back in 1993, when liquid foundation and matte brown lipstick were all the rage, Jo entered a Dolly competition to score a haul of Covergirl make-up –and won! It was one of the best days of her life. She had zero make-up skills and all the products were completely wrong for her, but she slapped it on her face anyway and took pleasure in showing it off to her best mate at a sleepover party that weekend. Now she’s associate publisher at Business Publishing Group after stint as content and insights director at retail strategy agency, The General Store, which helps brands find solutions from store design and brand ID to strategy and advertising. Prior to that, Jo led a 15-year-career in journalism and was previously managing editor for industry publication, Inside Retail Asia-Pacific

RICKY ALLEN

Ricky Allen, the former anti-ageing and special beauty projects editor for Vogue Australia, brings her extensive experience to various facets of the beauty and cosmetics industry. She serves as a nurse consultant in plastics and cosmetic enhancement, a health psychologist, a beauty therapist, and an international educator specialising in cosmetic enhancement, business development for skincare companies, and the psychology of sales and customer service. Her expertise extends to enhancing profitability and revitalising struggling businesses. Ricky has shared her knowledge through training sessions in the United States, New Zealand, and Australia

NIKITA PAPAS

An established PR & Communications Director, Nikita has garnered 10+ years of strategic experience within the dermatological beauty, fashion, advertising, and editorial/publishing arenas. As a qualified and experienced business marketer, he understands how both media and consumers digest and share content, and the value of creating an addictive brand journey. Nikita is renowned for producing compelling copy, enticing visual narratives, and highly memorable, impactful events that propel desire, engagement, and ultimate brand success. He connects with the most enviable beauty and fashion brands, media tastemakers, influencers, and creative agencies.

ICY LING

Ni Hao (‘Hello’ in Chinese). My name is Icy Ling, known as @icybutterfly to my 61,000 instagram followers. I founded IC&Co in 2020 to promote communication and cultural dissemination between Australia and Chinese at home and abroad, and provide a wider promotion for international and Australian brands.

MICHAEL BROWN

Growing up as a dancer, Michael Brown was quick to learn the ‘art’ of make-up artistry. His career as a travelling makeup artist for some of the industry’s biggest brands saw him leave Perth for Sydney where he became a national makeup artist and trainer. His creative flair and great communication skills gave him exposure within the Australian celebrity and media scene. Michael is now not only a celebrity makeup artist, but also presenter, educator and brand ambassador with regular appearances on Channel 9’s Today Extra

FUSION FREEZEFRAME

PHENOMENON

Sonia Kruger and Sonia Amoroso Unite to Propel freezeframe to New Heights

Sonia Amoroso and Sonia Kruger are key figures in Australia’s beauty industry. Amoroso, a renowned entrepreneur, has revolutionised Australian skincare for over 25 years, founding successful brands like Skin Doctors, Naturopathica, and freezeframe. Kruger, a media personality known for hosting shows like Dancing With the Stars Australia and The Voice Australia, brings glamour and audience insight to the beauty world. She’s also the founder and CEO of Strictly You, an online dance fitness platform. Retail Beauty caught up with the dynamic Sonia duo to uncover their past encounters and explore how Kruger became the inaugural brand ambassador for the groundbreaking 48 HOUR WRINKLE FREEZE.

FEMALE FOUNDER FOCUS

HOW HAVE YOU BOTH DISCOVERED COMMONALITIES IN YOUR CAREER PATHS AND LIFE EXPERIENCES SINCE BECOMING NEIGHBOURS, AND IN WHAT WAYS HAVE THESE SIMILARITIES HELPED YOU TO SUPPORT EACH OTHER’S JOURNEY TOWARDS FEMALE EMPOWERMENT?

Sonia K: Sonia A and I, both working mums with daughters, share a common ground in balancing work and family life. We started our careers in male-dominated fields, where successful female entrepreneurs and TV presenters over 40 were rare However, the landscape has changed, with successful women of all ages now serving as our inspiration. Sonia’s business focuses on empowering women, particularly as they age, which aligns with my values. We both advocate for women’s confidence and

celebrate beauty at all ages. Our shared love for skincare reflects our belief in its benefits, both externally and internally.

Sonia A: I first met Sonia K in 2004 during an interview for Today Tonight, after I won Young Entrepreneur Of The Year. We had an instant connection based on mutual respect and shared values. Her support for women was clear and effortless; she referred TV producers to me after our interview, reflecting her nature to uplift others. We share this ethos, recognising that true empowerment comes from lifting others as we climb.

SINCE RECONNECTING AS NEIGHBOURS, IN WHAT WAYS HAVE YOUR CONVERSATIONS AND INTERACTIONS HIGHLIGHTED YOUR SHARED PASSION FOR EMPOWERING WOMEN, AND HOW HAS THIS REALISATION IMPACTED YOUR PROFESSIONAL RELATIONSHIP AND COLLABORATIVE EFFORTS IN THIS AREA?

Sonia A: Reconnecting with Sonia uncovered a mutual frustration with societal and media narratives around women, particularly around “looking great for your age,” a subtly demeaning compliment. This led us to a broader conversation about the challenges women face as they age, including issues of visibility and the stigmatisation of ageing. We recognised an opportunity to shift the dialogue and challenge how society addresses women’s aging, moving away from superficial judgments based on age or appearance.

Through our partnership, we aspire to inspire women to embrace their beauty and worth at every stage of life, advocating for a

“Our partnership aims to celebrate beauty across all ages, encouraging women to value themselves beyond age-related stereotypes.”

society where the value of a woman is not measured by her age or appearance but by her contributions, character, and spirit.

SONIA KRUGER’S FOCUS AND LOVE FOR FREEZEFRAME WHAT ASPECTS OF FREEZEFRAME’S MISSION AND PRODUCTS RESONATED WITH YOU, LEADING TO A NATURAL ALIGNMENT?

Sonia K: I really like the fact the freezeframe’s 48 HOUR WRINKLE FREEZE works fast! I feel like anything with quick results is a winner for busy working women and mums. Sometimes that little boost before going out to dinner is exactly what you need after a long day. I like that the freezeframe products are innovative and they’re really accessible to all women. Sonia is always ahead of the curve when it comes to beauty trends and she’s incredibly intuitive when it comes to knowing what women need and want.

Sonia Kruger and Sonia Amoroso

YOU’VE SAID YOU LOVE THE INSTANT RESULTS FROM FREEZEFRAME PRODUCTS. CAN YOU ELABORATE ON HOW THIS ALIGNS WITH YOUR PERSONAL BEAUTY ROUTINE AND PHILOSOPHY?

Sonia K: Whether it’s reducing the appearance of fine lines, minimising pores or an instant boost of radiance, freezeframe’s products align with my philosophy of wanting to look and feel my best for any occasion with minimum fuss. My routine is becoming less complicated, that old adage What do Women Want? They want simple and effective.

FREEZEFRAME’S INNOVATION

COULD YOU DELVE INTO THE 25-YEAR JOURNEY OF SKINCARE INNOVATION AT FREEZEFRAME? WHAT WERE SOME KEY MILESTONES?

Sonia A: My journey in skincare innovation began as a university student researching and developing what would later become known as cosmeceuticals. This research highlighted the transformative power of these ingredients on women’s confidence and led to the launch of the Skin Doctors brand in 1997. Its immediate success cemented my passion for Australian pharmacy retail.

After selling the Skin Doctors brand, I founded freezeframe in 2009 with the mission to deliver technology that could help women lead their best lives. We launched a string of number one sellers including freezeframe with INHIBOX, LASH PRESCRIPTION and REVITALEYES, which held the number 1 eye cream spot for four years.

The expansion into Priceline in 2014 marked a significant turning point when we hit number one clinical skincare brand and were discovered by the Chinese Daigou market.

The pandemic led to a renewed focus on Australian retail and the launch of freezeframe EYELID LIFT which surpassed REVITALEYES in sales.

Innovation is always our biggest driver and our latest breakthrough, freezeframe 48 HOUR WRINKLE FREEZE is no exception, fusing breakthrough peptide technologies with a world-first built-in ice-roller.

In partnership with Sonia, we are empowering women with products that not only deliver immediate and lasting results but also promote a positive and inclusive beauty ethos.

YOU HAVE A CLOSE COLLABORATION WITH THE WORLD’S LEADING PEPTIDE LABORATORY, HOW HAS THIS PARTNERSHIP INFLUENCED FREEZEFRAME’S PRODUCT DEVELOPMENT AND SUCCESS?

Sonia A: Our collaboration with leading peptide laboratories is key to our New Product Development (NPD) strategy, providing early access to cutting-edge technologies. This advantage, combined with our agility as an independent brand, allows us to introduce innovative skincare products ahead of our competitors.

Our laboratory partners now also conduct our clinical trials. This ensures that our products are not only promising, but are proven to be effective, delivering real benefits to our customers. This approach highlights our dedication to excellence and

cements our leadership in the Australian skincare industry, constantly raising the bar for innovation and effectiveness.

LOOKING AHEAD, WHAT ARE YOUR ASPIRATIONS FOR THE FUTURE IN TERMS OF FEMALE ENTREPRENEURSHIP AND ADVANCING WOMEN’S ROLES IN THE BEAUTY AND SKINCARE INDUSTRY?

Sonia K: I want to see more Australian women be successful founders and entrepreneurs. We are often the ones running households and coordinating caring responsibilities and women often have less time and opportunity so it’s imperative we create further support for women who want to build their own empires.

Sonia A: My vision for the future extends beyond seeing women as the faces of brands; to positions of leadership and influence, where they can truly shape the industry’s trajectory. The task lies in cutting through the clutter of social media and celebrity to spotlight these remarkable women and their contributions.

I hope for a future where Government and industry bodies actively support female entrepreneurs, mirroring the support seen in other sectors and countries. Retailers in particular hold significant sway and can drive substantial change by promoting female-founded businesses in a similar way to Sephora in the USA. Emphasising women owned, Australian-made products and fostering an environment similar to countries like Korea and Japan, which vigorously support and protect their beauty industries, could revolutionize the landscape for female founders in Australia. ■

www.freeze-frame.com.au

ULTRA VIOLETTE LANDS $15M FOR NORTH AMERICAN GROWTH

Ultra Violette, an Australian brand specialising in SPF-based skincare, announced a $15 million strategic partnership with US firm Aria Growth Partners on its 5th anniversary. This marks the first external capital infusion for Ultra Violette, which was self-funded by co-founders Ava Chandler-Matthews and Rebecca Jefferd, who will remain majority owners. The investment aims to expand Ultra Violette into North America, starting with Canada in March 2024, and to boost product innovation and team development. Since launching in 2019, the brand has seen significant growth, particularly for its Skinscreens products. Ultra Violette’s products are available in over 28 international markets and are retailed through major stores like Sephora, SpaceNK, and Harrods.

L’OCCITANE SEES SALES JUMP, BOOSTED BY SOL DE JANEIRO

L’Occitane Group, the French beauty retail giant, reported a significant 19.5 per cent increase in sales for the third quarter of the fiscal year, reaching €843.4 million ($1.38 billion). This growth is largely attributed to the exceptional performance of its various brands, notably Sol de Janeiro, which saw a 200 per cent surge in sales due to a successful holiday season. Sol de Janeiro, known for its Brazilian Bum Bum Cream and inspired by Brazilian beach culture, is sold exclusively at Mecca

This growth is largely attributed to the exceptional performance of its various brands, notably Sol de Janeiro, which saw a 200 per cent surge in sales due to a successful holiday season.

stores in Australia. However, L’Occitane en Provence experienced a 2.9 per cent sales decline, while Elemis showcased a strong 14.7 per cent growth. André Hoffmann, Vice Chairman and CEO of L’Occitane, is optimistic about the future, focusing on expanding Sol de Janeiro’s range and distribution. He also credits the premiumisation strategy for Elemis’ return to double-digit growth and plans to build on the growth of other brands, including the recently acquired luxury home fragrance brand, Dr Vranjes Firenze, to enhance L’Occitane’s portfolio.

ZOË FOSTER BLAKE TAKES BACK GO-TO SKINCARE

Zoë Foster Blake, co-founder of Go-To Skincare, reclaimed her brand in a $21.8 million buy-back deal, just two years after selling a majority stake for $89 million. This move reverses her 2021 agreement with BWX, which had planned to purchase the remaining shares in 2024 for at least $59 million. The deal, partly funded by Go-To’s co-founder Paul Bates, comes as BWX faces financial struggles, leading to the buy-back at a considerable discount.

Foster Blake, who retained her roles as chief creative officer and board director, is now fully re-engaged with Go-To Skincare, a brand she initially founded in 2014. Her successful buy-back mirrors a similar move by Julie Mathers of Flora & Fauna, signalling a growing trend of founders reasserting control over their beauty brands.

Foster Blake, who retained her roles as chief creative officer and board director, is now fully re-engaged with Go-To Skincare, a brand she initially founded in 2014.

NUDE BY NATURE CEO MARK THOMPSON STEPS DOWN

Dennis Bastas, known for his role in Arrotex Pharmaceuticals, has acquired Nude By Nature and Makeup Cartel for $60 million, marking his entry into the consumer health and beauty market. These brands now fall under VidaCorp, a division of DBG Health. Amidst these developments, Mark Thompson, CEO of Nude By Nature for over a decade, announced his departure.

Thompson expressed confidence in the smooth transition of the brand under new ownership, thanking the team, partners, suppliers, and retailers for their support and dedication during his tenure.

As he steps down, Thompson looks forward to watching the brand’s continued evolution and success.

CERAVE AND BEAUTY BRANDS BREAK SUPER BOWL AD NORMS

CeraVe, a L’Oréal-owned skincare brand, humorously dispelled rumours linking actor Michael Cera as its founder in a Super Bowl ad. The campaign, titled ‘Michael CeraVe’, was a creative marketing strategy involving celebrities, influencers, dermatologists and Australian content creators such as Maddy MacRae, Emily Grosser, Mackenzie Macintye, and Michael Brunelli, highlighting the brand’s dermatologist-recommended status. The Super Bowl commercial featured Michael Cera in a unique twist, explaining that “Cera” in CeraVe stands for “ceramides,” not the actor himself. Joining CeraVe in the Super Bowl advertising lineup were other beauty heavyweights like NYX Cosmetics, E.l.f. Beauty, and Unilever’s Dove. Their participation indicates a significant shift in Super Bowl advertising, traditionally dominated by automotive and beverage brands. This trend reflects the beauty industry’s robust growth following the pandemic, driven by consumer spending and social media trends.

FORMER BWX CEO ACQUIRES SUKIN

Sukin has been acquired by PNB Consolidated, led by former BWX Group CEO John Humble. The acquisition, which includes Sukin and BWX Group’s manufacturing facility in Victoria, is reported to be around $70 million. The sale, facilitated by Greenhill and Norton Rose Fulbright as advisers, comes after BWX entered voluntary administration last April. KPMG Australia, appointed as receiver, confirmed the sale price to be in the reported range. David Hardy from KPMG highlighted PNB Consolidated’s strong background in health and wellness as a key factor for Sukin’s potential growth and success under new ownership.

The Super Bowl commercial featured Michael Cera in a unique twist, explaining that “Cera” in CeraVe stands for “ceramides,” not the actor himself.

Australia’s leading business event for natural & healthy products

The Natural Place to Grow

Immerse yourself in a world of healthy and sustainable beauty products, at the Naturally Good Expo.

Uniting suppliers and buyers passionate about better-for-you and sustainable beauty solutions.

This is your golden opportunity to explore the latest trends, forge valuable connections, and discover the products redefining the beauty landscape.

Elevate your product line with the latest in sustainable beauty at Naturally Good Expo.

WHY VISIT THE NATURALLY GOOD EXPO?

Unrivaled Selection:

Discover everything from natural skincare to nourishing haircare

Sustainable Beauty: Embrace eco-conscious brands promoting ethical practices

Networking: Connect with brands and innovators to unlock new business opportunities

NEW IN 2024!

Beauty Stage: From male grooming, TikTok skincare, aging secrets & fragrance safety, + workshops & demos!

Exclusive Offers: Access to product launches that you won’t find elsewhere

Summit: Hear from the experts and stay ahead of the ever-changing consumer market

ADDRESSING THE

Tween Skincare Craze

The growing trend on TikTok of tweens being fascinated with complex skincare and beauty routines is leading to an increase in young girls visiting beauty retailers. These tweens can be seen buying expensive and unsuitable skincare and makeup products, with experts and parents concerned by this trend. We asked the beauty advisors:

“What are your top tween/ pre-teen skincare tips?”

By Michelle Ruzzene

REBECCA

NIGRO Beauty Advisor, First Impressions Events, VIC

When you are new to skincare it can be a little daunting for the first time as you go through hormonal changes in your body and you don’t know what products to use. Where to start? What products to use?

Choosing the right products will help you achieve a healthy and glowing skin and all you need is a cleanser, exfoliator, moisturiser and SPF30+ sunscreen protection in your skincare routine to simply start with.

Here are my top tips for a healthy and glowing skin:

• Use a gentle cleanser morning and night to remove any build-up of bacteria or acne to keep the pores clear and your skin looking fresh.

• Exfoliate once a week at night to remove any build-up of acne bacteria or pores.

• Apply moisturiser morning and night to keep the skin balanced and moisturised.

• Wear SPF30+ sunscreen during the day to protect yourself from harmful UVA & UBA rays.

• Drink plenty of water throughout the day to keep the skin hydrated.

• Avoid picking your pimples.

SUZANNE MUNRO

Beauty Advisor, First Impressions Events, NSW

I would advise anyone starting their skincare journey to not overly complicate things and focus on cleansing, hydrating and protecting. Trying too many new products at once with active ingredients can cause irritation. Instead, I would suggest starting with a nice gentle cleanser, a nourishing moisturiser and a good SPF to protect the skin and keep it lovely and youthful.

CAITLIN GASPERINO

Luxury Beauty Consultant, First Impressions Events, VIC

My top tween/pre-teen skincare tips would be to stop trying to buy every popular skincare product on TikTokmost of those are made for teenage and adult skin! I’ve had so many tweens come into stores with their perfect clear skin asking for niacinamide and retinol when their skin doesn’t need it. If they really want to get into skincare, I always recommend a simple gentle cleanser and a moisturiser. Address other skincare concerns later when they arise as you mature.

CARLA MOYA Beauty Advisor, First Impressions Events, NSW

My top tip for skincare for tweens is to keep it simple. For young skin, you don’t need to add too much.

Starting with a cleanser, moisturiser, and sunscreen is enough to help your skin and maintain a consistent routine to follow as you grow up.

KITTY GURUNG

Beauty Advisor, Priceline Pharmacy, Glenorchy

For pre-teen skincare, I recommend a simple, three-step routine. Starting with a gentle cleanser ensures the face is cleansed without drying out the skin or stripping the natural oils – I love CeraVe Hydrating Cleanser or La Roche-Posay Toleriane Softening Foaming Gel for this. After cleansing, I recommend using a lightweight and non-comedogenic moisturiser like Cetaphil Moisturising Lotion or CeraVe Moisturising Lotion, to get teens into the habit of taking care of their skin. Finally, sunscreen is a must have for people of all ages. To make things easier I suggest looking for an AM moisturiser with SPF in it, I’d recommend TBH Skincare skin shady SPF50+, as well as a SPF50+ lip balm like Dermal Therapy Lip Balm SPF 50+ or Bondi Sands SPF 50+ Lip Balm to hydrate and protect the lips.

Your guide to

APP 2024

The Gold Coast will host Australia’s largest pharmacy conference and trade exhibition from March 14-17 during APP2024. This event offers attendees a chance to update their knowledge, reunite with peers, and explore the newest industry innovations and product advancements. APP is the ultimate gathering for the pharmacy sector, fostering connections, idea exchange, product showcases, networking, and, of course, a good time. Retail Beauty rounds up everything you need to know about the four-day conference.

WHAT IS THE AUSTRALIAN PHARMACY PROFESSIONAL CONFERENCE & TRADE EXHIBITION (APP)?

APP stands for The Pharmacy Guild of Australia’s annual national conference and is the largest pharmacy event in the country. This four-day gathering features an extensive educational program, engaging social activities, and a trade exhibition highlighting the latest products, services, and industry insights. This face-to-face event offers an ideal platform for reconnecting with fellow primary healthcare providers, trusted suppliers, and other prominent figures in the pharmacy industry. Kos Sclavos AM conference convenor said the program reflects the conference theme, ‘Navigating the future together ‘and focuses on the future of the pharmacy industry as we head towards 8CPA. The Opening Plenary will showcase and recognise awards of excellence including The Pharmacy of the Year Award, the MIMS/Guild Intern of the Year and the Pharmacy Guild of Australia/Maxigesic Pharmacy Assistant of the Year. APP2024 also offers delegates an exciting networking and social program including a ‘Glowchella’ themed Street Party, the ever-popular Welcome Reception, a Women’s Networking Lunch and a Pharmacy Assistant Networking Lunch, where attendees can meet the 2023 Pharmacy Assistant of the Year, Ms Colby Diek.

WHEN AND WHERE IS THE CONFERENCE AND TRADE EXHIBITION BEING HELD?

The conference and trade exhibition will be held at the Gold Coast Convention & Exhibition Centre (GCCEC) Conference sessions and the trade exhibition are held from Thursday, March 14 until Sunday, March 17, 2022. Please visit the Program page online at www.appconference.com for session information and times.

TRADE EXHIBITION OPENING TIMES

• Thursday, March 14, 5:30pm – 8:30pm (Main exhibition hall open and Welcome Reception)

• Friday, March 15, 9:30am – 5:00pm

• Saturday, March 16, 9:30am – 5:00pm

• Sunday, March 77, 9.30am – 12:30pm

HOW MANY TRADE EXHIBITION STANDS WILL BE ON DISPLAY?

There will be over 450 trade stands showcasing the latest industry products and services.

CAN I REGISTER ONSITE?

Pre-registration is highly encouraged. Online registration will remain open during the event, meaning you can register on your mobile phone or any other device before arriving onsite.

WHO IS THE EVENT ORGANISER?

The organiser of the event is The Pharmacy Guild of Australia, Queensland Branch. Please contact the organiser by emailing events@qldguild.org.au or by calling 07 3831 3788.

EVENTS

First timer’s lunch

New to APP? Join fellow first timers and Guild staff and find out how to make the most of your APP experience.

When: Thursday, 14, 12.30pm – 2.00pm

Where: Foyer A, GCCEC

Cost: Inclusive for full and Thursday day delegates

Welcome Reception

The Welcome Reception is the networking focal point of APP and is the perfect opportunity to catch up with colleagues, meet with suppliers and build new business relationships in a relaxed environment. Drinks and canapes included.

When: Thursday, March 14, 5.30pm – 8.30pm

Where: Trade Exhibition Area, GCCEC

Cost: Included in full conference registration

Additional tickets: $85pp

Dress: Smart casual or business

Women’s Networking Lunch

Celebrate International Women’s Day with your pharmacy colleagues and Guild Officials over lunch and a glass of wine at APP. This lunch is open to all pharmacists, pharmacy staff and students who are registered as full and Friday day delegates.

When: Friday, March 15, 12.45pm – 2.00pm

Where: Foyer A, GCCEC

Cost: Inclusive for full and Friday day delegates

Pharmacy Assistant Networking Lunch

Come and network with like-minded pharmacy assistants plus meet the 2023 Pharmacy Guild of Australia/Maxigesic Pharmacy Assistant of the Year Award National Winner, Colby Diek. This lunch is free for all pharmacy assistants.

When: Saturday, March 16, 12.30pm – 1.30pm

Where: Foyer A, GCCEC

Cost: Inclusive for all pharmacy assistants

APP Street Party - ‘Glowchella’

Taking a page from the iconic Californian music and arts festival, Coachella, the 2024 Street Party promises a sensory explosion with groovy beats and dazzling art installations set against a neon backdrop. The entertainment lineup features luminous dance performances, a live covers band, and a headline DJ performance by the sensation Hot Dub Time Machine, known for electrifying crowds at festivals worldwide, including Coachella, Reading, and Splendour in the Grass. For those seeking a more laid-back experience, you can dance the night away at the silent disco in the adjacent chill-out marquee, join the ‘Glowchella’ spirit at the diamante and tattoo bar, and create memories with your pharmacy friends in the themed photo booth. Dinner and drinks included.

When: Saturday, March 16, 7pm – midnight

Where: Event Centre, The Star Gold Coast

Cost: $150pp OR $110pp for Students/Guild Interns/Pharmacy Assistants

Dress: Glowchella

WHERE TO STAY:

Special conference accommodation rates have been negotiated with a range of hotels and apartments within close proximity to the conference venue. To secure the discounted accommodation rates, bookings must be made via https://appconference.com/book-now.

COSMOPROF ASIA 2023 Attendance records shattered for Hong Kong homecoming

In a highly anticipated comeback, Cosmoprof Asia 2023 returned to Hong Kong with a bang after a four-year absence, solidifying its position as the foremost beauty and cosmetics extravaganza in the Asia-Pacific. With a record-breaking turnout, the 26th edition dazzled with over 2,400 exhibitors and an impressive 65,582 visitors from 119 countries and regions. Retail Beauty had the privilege of being part of this spectacle, immersing ourselves in the cutting-edge trends and innovations firsthand.

The bustling exhibition, comprising Cosmoprof Asia and Cosmopack Asia, showcased a vibrant array of products and innovations, cementing its reputation as the ultimate convergence point for retail beauty professionals, industry insiders, and cutting-edge brands across the globe.

With exhibitors hailing from 44 countries and regions, filling a sprawling 118,900 square meters of show floor space, the event demonstrated remarkable international participation, with 90 per cent of exhibitors originating outside of Hong Kong. The surge in attendance, a remarkable 64 per cent increase compared to the previous Hong Kong edition in 2019, underscores the enduring appeal and global significance of Cosmoprof Asia.

Notable spikes in attendance were observed from key Asian markets, including China, Indonesia, India, Malaysia, Philippines, Singapore, Thailand and Vietnam, as well as Australia. Moreover, steady participation from European counterparts underscored the event’s broad international allure.

Encompassing two main venues, Cosmopack Asia and Cosmoprof Asia showcased a diverse spectrum of products, from raw materials and machinery to branded finished goods tailored for both retail and professional distribution channels. The event’s international flavour was further enhanced by the presence of

17 country and group pavilions, including Australia, China, France, Germany, Hong Kong, Italy, Japan, Korea, Latvia, Poland, Singapore, Spain, Switzerland, Taiwan, Thailand, Turkey and the USA, offering a comprehensive glimpse into global beauty trends and innovations.

Enrico Zannini, General Manager of BolognaFiere Cosmoprof and Director of Cosmoprof Asia, expressed pride in the event’s record-breaking success, emphasising its pivotal role in fostering business opportunities across the AsiaPacific region.

Echoing this sentiment, David Bondi, Senior Vice President - Asia of Informa Markets and Director of Cosmoprof Asia, lauded the event’s ability to unite industry

stakeholders and showcase the latest in beauty trends and technologies.

“The two events were home to showstopping products, innovative services and cutting-edge technologies, while attendees also enjoyed expert sessions outlining the region’s future-forward trends, tips and trajectories,” he said. “Hong Kong proved, once again, to be able to host a truly worldwide Cosmoprof edition and remaining the region’s most effective meeting place.”

The esteemed buyers program, a cornerstone of Cosmoprof Asia, facilitated over 400 senior executives from 45 countries and regions, fostering fruitful connections between suppliers and companies through targeted meetings and the AI-driven Match&Meet platform from countries and regions including Australia, China & Hong Kong, Europe, India, Japan, Philippines, South Korea, UK and USA, out of which 200 were selected as Elite buyers representing C-level executives.

With engaging initiatives like the Cosmopack Asia Awards and Cosmoprof Asia Awards, alongside trend insights from CosmoTrends and informative sessions at CosmoTalks and CosmoForum, Cosmoprof Asia 2023 provided a comprehensive platform for industry professionals to explore the latest trends, innovations, and market dynamics.

For further information and updates, visit www.cosmoprof-asia.com, and mark your calendars for Cosmoprof Asia 2024: Cosmopack Asia: 12-14 November 2024 (AsiaWorld-Expo) Cosmoprof Asia: 13-15 November 2024 (Hong Kong Convention & Exhibition Centre). ■

COSMOPROF BEAUTY BUYERS REPORT

creating a seamless omnichannel experience is imperative for beauty brands aiming to thrive in the digital age.

“Frictionless retail” entails removing all barriers between the consumer and their purchase. Omnichannel consumers, who shop both digitally and in-store, exhibit a significantly higher lifetime value compared to those who shop exclusively through one channel. According to consumer insights from Think With Google, omnichannel strategies drive an 80 per cent higher rate of incremental store visits.

For brands, prioritising customer satisfaction is paramount. This involves ensuring that shoppers receive desired products promptly and streamlining the order fulfillment process.

From Insight to Impact: Understanding Beauty Buyers for Business Excellence

To thrive in the midst of rapid international expansion and evolving consumer trends, beauty brands, distributors, retailers, and wholesalers must adopt a proactive approach that aligns with the changing landscape. The Cosmoprof Beauty Buyers Report highlights how to navigate new markets and capitalise on emerging trends to achieve business excellence.

THE RISE OF DIRECT-TO-CONSUMER (D2C) BRANDS

The rise of Direct-to-Consumer (D2C) beauty brands has intensified competition in the beauty market, posing challenges for retailers, distributors, and wholesalers to distinguish themselves and retain market share. By bypassing traditional supply chains, D2C brands have disrupted the industry, leveraging e-commerce and social media platforms such as Lazada, Shopee, TikTok, and Instagram to directly reach consumers.

Instagram, in particular, has emerged as a powerful platform for health and beauty brands, ranking second only to apparel in product category popularity. TikTok also stands out as a premier platform for beauty brands, with beauty influencers boasting a significantly higher engagement rate compared to Instagram.

Studies highlight the differing impact of influencers across social platforms, with TikTok favouring mid-tier and mega influencers while Instagram favours all-star influencers. This discrepancy is attributed to TikTok’s younger demographic and tailored algorithms, contrasting with Instagram’s established user base.

D2C beauty brands offer lower prices by selling directly to consumers through digital channels, enabling personalised customer service experiences, implementing hyper-targeted digital advertising strategies, and gaining access to valuable audience data. Consequently, traditional B2B beauty buyers must innovate to differentiate themselves from D2C brands and maintain their competitive edge.

FRICTIONLESS RETAIL AND THE OMNICHANNEL EXPERIENCE

Despite the growth of digital e-commerce, many beauty consumers still prefer to physically test products before purchasing. Therefore,

Some brands may facilitate online orders fulfilled by third-party providers like Amazon, Lazada, or Shopee, with the option for customers to pick up products at local stores using a mobile app. Others may leverage digital payment options in-store, allowing customers to pay via mobile phones, thus avoiding checkout queues.

Success in this evolving landscape hinges on how effectively brands integrate offline and online experiences. Brands must maintain a presence in both realms while establishing a seamless connection between them, ensuring consumers trust the brand regardless of the channel they choose to shop through.

SUPPLY CHAIN DISRUPTIONS

Supply chain issues pose significant challenges for companies, particularly those owning their brands, as highlighted in a survey by Cosmoprof Asia. Disruptions stemming from factors like natural disasters, political instability, and global pandemics can lead to delays in product delivery, quality control issues, and reputational risks. Recent events such as Covid-19 and the Ukraine War underscore the profound impact of such disruptions on global supply chains.

Amidst the current economic climate, buyers exhibit hesitancy in changing suppliers due to companies’ fragile economic stability. They are cautious about taking risks with unfamiliar market players. This shift in buyer behaviour contrasts with the pre-Covid era when buyers were more inclined to change suppliers and actively sought new ones at events, aiming to boost profit margins.

Presently, buyers prioritise stability in their business relationships, particularly with loyal partners. They only seek new suppliers for specific product lines, such as beauty salon importers sourcing specific derma line products. This shift in buyer preferences presents a challenge for new suppliers entering the market. With a plethora of brands available, it becomes exceedingly difficult for them to garner attention from buyers.

ENTERING NEW MARKETS

Entering a new market in the beauty industry presents significant challenges for brand owners seeking expansion. Understanding the unique dynamics, consumer preferences, and regulatory landscapes of new markets is crucial. Cultural norms, consumer behaviours, and regulations can vary greatly between countries, necessitating extensive research and analysis to identify key trends and demographics.

Establishing a local presence in the new market is another significant challenge, especially if brands choose not to work with local

distributors. This may involve setting up local offices, hiring staff, and building relationships with local partners and suppliers. Adapting to the local e-commerce landscape is also crucial, involving navigating local payment gateways, shipping logistics, and online marketplaces.

The role of distributors is paramount in providing guidance and insights into attracting target audiences and understanding the market. However, the current economic outlook has led to a more conservative approach by retailers, wholesalers, and distributors in the B2B beauty industry. Reduced travel budgets and limited face-toface interactions during the Covid-19 pandemic have shifted focus towards strengthening online presence.

While events remain important for networking and direct interactions, virtual platforms have become increasingly relevant. Staying updated with industry trends and best practices, including sustainability and localism, is essential for beauty brands to meet customer demands and secure consumer loyalty in an everevolving market.

SUSTAINABILITY AND LOCALISM

The beauty industry in the Asia-Pacific region is undergoing a significant transformation driven by increasing consumer demand for sustainability and localism. Bain & Company’s research highlights a growing consciousness towards environmental, social, and corporate governance (ESG) challenges, with consumers prioritising the ‘good for the planet’ factor as a key purchasing criterion.

To meet these demands, beauty brands must adopt a comprehensive approach to sustainability, encompassing environmental responsibility, ethical labour practices, fair trade partnerships, and responsible sourcing. This understanding of sustainability extends beyond environmental concerns to include social and ethical considerations.

Sharon Kwek’s insights from Cosmoprof Asia 2022 underscore the substantial growth and maturation of the “Ethical-Sustainable Resources” trend in the North and South Asia-Pacific regions. This trend reflects a shift in consumer consciousness towards ethical sourcing and sustainable resources, emphasizing the importance of these factors in the beauty industry.

Consumer support for localism presents opportunities for sustainable development and business growth in the Asia-Pacific region. Local supply chains offer benefits such as improved material traceability, ethical production, and resource efficiency, contributing to a smaller carbon footprint and socio-economic benefits for communities.

Beauty brands that prioritise sustainability and localism in their supply chains stand to benefit from growing consumer demand for eco-conscious products. By embracing these principles, brands can not only capture market share but also foster partnerships and influence in this dynamic and evolving market.

HOLISTIC HEALTH

The shift towards holistic health solutions, which consider both mental and physical well-being, reflects a growing global awareness of the importance of a balanced lifestyle. The onset of the Covid-19 pandemic has accelerated this trend, with consumers increasingly seeking preventive measures and holistic health practices. This shift is influencing strategies across various consumer goods industries.

In response to these changing consumer preferences, businesses are demonstrating agility and innovation by integrating holistic health considerations into their product offerings. This can involve combining traditional products with wellness-focused elements to meet evolving consumer needs.

In China, botanical concepts remain prominent in facial skincare, with natural ingredients being a top priority for a significant majority of consumers. Traditional Chinese medicine also maintains popularity, reflecting its deep integration into consumers’ lifestyles.

The Asia-Pacific region, with its rich cultural heritage of wellness practices, presents a fertile ground for businesses seeking to enter or expand in the holistic health sector. By forging partnerships that promote wellness and developing new products and services aligned with this trend, businesses can capitalize on the opportunities arising from the growing consumer demand for holistic health solutions.

“Frictionless retail” entails removing all barriers between the consumer and their purchase.

INDIVIDUALISATION AND PERSONALISATION

The rise of customisation and personalisation is reshaping how beauty brands engage with consumers. Rather than adhering to a one-size-fits-all approach, consumers are seeking products and services that cater to their unique preferences and identities. This shift is driven by a wealth of information available on digital platforms, empowering consumers to understand and embrace their individual beauty needs.

As consumers pursue greater individualisation, hyperpersonalisation has emerged as a key strategy. This approach utilises advanced technology and data analytics to delve deeper into consumer demographics, behaviours, and preferences, delivering tailored experiences that resonate uniquely with each individual.

Artificial Intelligence (AI) and Augmented Reality (AR) play pivotal roles in enabling hyper-personalisation. These technologies bridge the gap between consumer desires for individualisation and businesses’ capabilities to provide personalised experiences.

Looking ahead, the future of consumerism in the beauty industry will be characterised by hyper-personalisation and a nuanced understanding of specific cultures. This trend underscores the importance of local adaptation, signalling a shift in the global business landscape towards more personalised and culturally relevant offerings.

SUMMARY

Achieving business excellence in the retail beauty sector requires a nuanced understanding of market trends, consumer behaviours, and emerging opportunities. By leveraging insights and adapting to the changing landscape, beauty businesses can thrive in the dynamic Asia-Pacific market. ■

Empowering over a million women with confidence

MY JOURNEY

Karissa Mather is an experienced professional in the beauty industry, starting her career with a marketing degree from QUT and entering through L’Oréal Cosmetics Australia’s graduate program. She has worked globally with major companies like L’Oréal and Estée Lauder, gaining valuable insights into consumer engagement. Although she occasionally explored opportunities outside beauty, her passion always led her back. Karissa co-founded OPTY.NC, a wellness-focused startup, and now serves as the global GM of Marketing at Heritage Brands, where she leads marketing initiatives in the ever-evolving beauty industry.

By Michelle Ruzzene

WHAT INITIALLY SPARKED YOUR INTEREST IN THE BEAUTY INDUSTRY, AND HOW HAS THAT PASSION EVOLVED OVER THE COURSE OF YOUR CAREER?

I’ve always been passionate about makeup and skincare, constantly experimenting with the latest products. After graduating from QUT with a degree in marketing and advertising, I applied to L’Oréal Cosmetics Australia’s graduate training program, delighted to be accepted, this was the start of my hobby turning into my profession. I’ve had the incredible opportunity to work for global giants like L’Oréal and Estée Lauder, as well as launching my own startup, OPTY.NC, focusing on gut and skin health, so I’m still in the skincare space. My profession has taken me around the world – working and living in London, New York and Dubai. I’ve moved out of the industry a few times; I’m always drawn back to beauty. Hence, now I’m thrilled to be working with Heritage Brands as their global GM of Marketing.

Building brands, connecting with consumers, and helping people look and feel their best is incredibly rewarding. I love the way the industry has evolved over time – to be more inclusive, embracing diversity,

focusing in more on sustainability. The beauty industry is full of creative, dynamic people, making it such an enriching and fun career choice.

CAN YOU TELL US ABOUT YOUR EXPERIENCE WORKING WITH MULTINATIONALS LIKE L’ORÉAL AND ESTÉE LAUDER? WHAT UNIQUE CHALLENGES AND OPPORTUNITIES DID YOU ENCOUNTER?

I think in terms of opportunities, the highlight is definitely the brilliant people I got to work with on a daily basis. I was at MAC working in New York at the time James Gager was heading up the creative team. He is just incredible, so smart, just brilliant. I had the chance to work alongside some of the industry’s brightest minds and gain exposure to diverse perspectives and strategies. Including working directly with the Lauder family. Even though they have 60,000+ employees globally, you definitely feel like you’re part of the family. Working for a global powerhouse means you have access to abundant resources. I felt when I worked there, everything and anything was possible and if you’ve got an idea, you could present it and if it was feasible, it would be considered. You could make it happen.

The challenges may be obvious in the sense that companies this size cannot be agile or nimble. We worked on innovation years ahead of launch. You were always in the now executing current brand plans yet required to have the foresight to plan at least 18months to 2+ years out.

CAN YOU RECALL A PARTICULAR CHALLENGE OR SETBACK YOU FACED EARLY IN YOUR CAREER, AND HOW DID YOU OVERCOME IT?

I left Australia when I was 26 to take a year off and travel. Once I’d finished globetrotting, I knew I wanted to try and land a job with Estée Lauder Companies. I’d shared my CV with them before I left Australia yet had not heard anything back. The day I arrived in London, I went to Zara, brought a suit, went to an internet café (yes, I’m that old) and printed out my CV and turned up on Estée Lauder Companies doorstep and asked if I could see their head of HR. To my surprise, the incredible Sue Rout came out and greeted me. Sue asked me to come back later that afternoon once she had the chance to review my CV. Trying to contain my excitement, I left and returned that afternoon. A week later I started at ELC working for Clinique in the travel retail department. I’m so thrilled I had the tenacity (or maybe at that age its naivety) to believe they would actually hire me from just walking in their front door.

AS A CO-FOUNDER OF OPTY.NC, WHAT HAS BEEN THE MOST REWARDING ASPECT OF BUILDING AND GROWING YOUR OWN COMPANY IN THE WELLNESS SECTOR?

Helping people look and feel their best. I have always loved hearing from people that have experienced results and improvements in their health and wellness from using our products.

CAN YOU WALK US THROUGH YOUR DAY-TO-DAY AS GENERAL MANAGER OF MARKETING AT HERITAGE BRANDS WORLDWIDE? WHAT ARE YOUR MAIN RESPONSIBILITIES IN THIS ROLE?

It’s an exciting time to be at HB. Being in the executive leadership team of a larger SME means you are directly involved in creating and driving strategies for growth. We have an incredible portfolio of heritage brands known and loved by Australians. My day-to-day varies greatly, however, and is largely focused on leading, supporting and

“I have always loved hearing from people that have experienced results and improvements in their health and wellness from using our products.”

inspiring the very enthusiastic and talented marketing team. Together we develop marketing strategies for our portfolio of brands. We are conducting a large body of work at the moment – extensive consumer research and diving deep into market data as we collaborate and map out our next three-year plan. We have several exciting partnerships to drive growth and differentiation in the beauty industry that will be announced and launched in the coming months.

HOW DO YOU BALANCE THE DEMANDS OF ENTREPRENEURSHIP WITH YOUR PERSONAL LIFE AND WELL-BEING?

Balancing the demands of entrepreneurship with personal life and well-being is crucial for long-term success and happiness. I prioritise self-care by establishing boundaries and setting realistic expectations. Regular exercise is a must for me, mindfulness practices such as relaxing weekends away, time apart from my phone and incorporating energy healing practices are some of things I do on a regular basis to keep mentally, physically and spiritually well.

Spending quality time both alone and with loved ones helps me recharge. Recently I’ve been talking to my boss, Jim Filis about what work-life balance really means and we both agree, it’s more about work-life integration. When you are passionate about what you do, you inevitably merge your worlds.

WHAT LESSONS HAVE YOU LEARNED FROM YOUR EXPERIENCES WORKING WITH BOTH ESTABLISHED CORPORATIONS AND STARTUPS IN THE BEAUTY INDUSTRY?

Regardless of the size of the business, the key to success is intimately understanding your target customer; staying connected

to them and listening, watching, learning and then evolving in line with their needs and expectations.

I’ve learned to navigate some pretty diverse work environments over the years, fostering collaboration, and staying resilient in the face of challenges has been essential for thriving in this dynamic industry.

CAN YOU SHARE A MEMORABLE MOMENT OR ACCOMPLISHMENT FROM YOUR CAREER THAT YOU ARE PARTICULARLY PROUD OF?

Yes. Soon after launching OPTY.NC, in 2020, Cate (my business partner) and I got recognised as industry game changers in the wellness industry by body + soul. It was incredible to be recognised amongst trailblazing women such as Kayla Itsines, Katia Santilli and Vera Yan.

HOW DO YOU STAY INSPIRED AND MOTIVATED IN AN EVER-CHANGING AND COMPETITIVE INDUSTRY LIKE BEAUTY?

I absolutely love this industry. I’ve been out there and tried others and I always return. The fact that there is now the opportunity to merge the beauty and wellness industry, well, that’s just heaven for me. The way the industry has evolved aligns with my personal values, so it’s easy to keep energised, motivated and inspired.

WHAT VALUES OR PRINCIPLES DO YOU PRIORITISE IN YOUR PROFESSIONAL LIFE, AND HOW DO THEY INFLUENCE YOUR DECISIONMAKING AS A BUSINESS LEADER?

The few that come to mind immediately are Integrity, Authenticity and Vulnerability. Integrity builds trust and credibility, both essential for long term business success. It’s not always easy to make decisions guided by this principle as shortcuts are often easier and cheaper

to implement, however, long term can be detrimental to your brand.

Authenticity fosters deeper connections and as a result from my experience, contributes to personal well-being and greater job satisfaction. Being authentic helps garner respect, a quality necessary to be an effective and productive leader.

I’ve really learnt as I get older to embrace vulnerability. I do this by being honest about my strengths and weaknesses. Understanding this about myself has significantly enhanced my ability to build high performing teams.

WHAT ADVICE WOULD YOU GIVE TO YOUR YOUNGER SELF OR TO ASPIRING ENTREPRENEURS LOOKING TO ENTER THE BEAUTY MARKET?

I say this a lot, especially to younger team members who worry about making mistakes. You can fix the wrong decision; you can’t fix no decision. Whilst you need to be considered before you move forward, it’s important not to get paralysed by the decision-making process.

More specifically regarding the beauty market – it’s such a competitive industry so be clear about the problem you are solving for your target audience and what your point of difference is.

OUTSIDE OF WORK, HOW DO YOU UNWIND AND RECHARGE? WHAT HOBBIES OR ACTIVITIES BRING YOU JOY AND FULFILLMENT?

Spending quality time with friends and family is my number one. I love weight training, reformer pilates and walking in nature. I really enjoy ocean swims and prioritise time at the beach over the summer months. I also do regular kinesiology sessions, have weekends away and enjoy infrared saunas for energy boosting and vitality. ■

Karissa Mather’s career in marketing spans more than 20 years. She spent the first chapter working in New York for some of the most famous names in beauty.

Karissa Mather and OPTY.NC

DIY MANICURE The rise of

How beauty brands are transforming nail care

By Jo-Anne Hui-Miller

It wasn’t that long ago that fake nails were seen as tacky, cheap and nasty. But now the tables have turned and a new generation of Insta-friendly indie brands have entered the market, offering modern DIY manicure products. Think high-quality press-on nails, nail stickers, semi-cured nail technology, mini at-home LED lamps and plenty more.

Major beauty brands like Ardell and MCoBeauty have even expanded their press-on nail range and retailers such as Adore Beauty and KMart are tapping into the trend, too.

“(The nail category) is growing at a pace for us, beginning as we all went into lockdown and now continuing as the cost-of-living increases. We’ve seen a real uplift in people seeking long-wear options with high gloss finishes to mimic the look of BIAB (Builder in a Bottle) or gel,” says Adore Beauty chief marketing officer Dan Ferguson.

“Whether it’s people wanting to avoid crowded nail salons or just looking to save money on their regular beauty maintenance bills, people are back to doing nails on the couch - with the added benefit of the difference between at-home and at-salon nails being almost imperceptible.”

CHANGING CONSUMER PERCEPTIONS

In the last few years, consumers have become a lot more comfortable with giving DIY a go, whether it’s making sourdough, cutting their own hair, or renovating their home.

“Videos of how to do your own nails also became more accessible as an influx of creators emerged during Covid,” explains Pamela Yip, co-founder of semi-cured nail sticker brand By Crew and Me.

“You had actual nail techs who started their own social media channels when they were forced to close their physical salons. They took to online to teach their customers how they can maintain their nails at home. Their following grew and we saw these creators launch their own line of gel nail polish at home kits.”

Yip launched By Crew and Me after a visit to Korea more than five years ago, where she first discovered semi-cured gel nail technology - and fell in love.

“It has the benefits of a gel manicure - no chips, lasts up to two weeks and protects my natural nails - but at a third of the price and time,” says Yip, who was the first to introduce the technology to Australia and launch GEWEL™️ gel nail stickers. They’re a flexible, stretchy and wearable material that fits all nail shapes and sizes.

According to Yip, By Crew & Me went viral in 2023 with over 250 million views online and has organically grown to over 500,000 social media followers. The brand has also hit seven figures in revenue in the past 12 months.

Meanwhile, press-on nails have been the best kept secret of Hollywood celebrities for years - until now. Stars like JLo and Kim Kardashian are often seen appearing at red carpet events with different manicures every other night, thanks to high quality press-on nails. Recently, similar products have begun hitting the mainstream market, from start-ups like NailFitt and Glowie.

“The newest market entries last just as long as a gel manicure, but at a fraction of the cost and take less than half the time to apply. They’re also now worn day-to-day, rather than saved for special events - because the perfect mani is only a couple minutes away,” says Ferguson.

“...press-on nails have been the best kept secret of Hollywood celebrities for years - until now.”

Kelli Armstrong is a working mother who was inspired last year to launch Nailfitt, a premium press-on nail brand that aims to help busy customers save money and time - while also avoiding the inevitable thin, broken nails that come from the regular use of acrylics and gel nails. The range is made up of largely classic shapes, practical styles and timeless colours to appeal to time-poor customers or those who work in jobs like nursing where long nails are not suitable.

Nailfitt’s products are made from a soft gel called MABS, which is flexible and can mold to natural nails. They’re also chip-resistant and re-usable for up to 10 applications. Basically, they’re a salonquality nail product.

“It’s just about finding the right quality product. There are still the cheap and nasty press-ons out there, but I think customer perceptions are changing,” says Armstrong.

“And if they’re willing to spend that little bit more money and do the proper prep, you can actually wear them for up to two weeks. I’ve got a lot of really loyal customers now, which is great.”

THE FUTURE OF NAILS

What’s next for the nail category? At Adore Beauty, the salon at-home experience will continue to thrive, says Ferguson.

“Think bougie press-on nails that last as long as a gel manicure in cult-classic shades and nail art you could never achieve yourself,” he reveals. “We’ll also continue to lean heavily into nail health - cuticle oils and treatment polishes have so much innovation going into them that helps you achieve length and strength.”

Ferguson is also interested in product innovations that offer a long-wear, high-shine, fast-drying and nastiesfree experience.

“Eco-friendly and vegan glitter polishes from OPI’s Nature Strong Collection are proving that nails don’t have to be nasty, and the essie expressie range proves that you can polish your nails and get out the door in only a couple of minutes - without sacrificing on quality.” ■

THE POWER POP UP of the

Pop-up events are proving to be a game-changer for beauty brands, as seen with the Shark Beauty Pop-Up SpeedStyle Salon in Sydney’s CBD and Louna Hair and Braiding’s pop-ups in Westfield centres. These events offer direct consumer engagement and a unique brand experience, leading to significant success.

Shark Beauty’s SpeedStyle Salon, inspired by their product’s name, offered quick hair styling sessions in a busy Sydney location, resulting in nearly all bookings sold out. This strategy not only provided hands-on experience for customers but also showcased the brand’s adaptability in meeting consumer demands.

Similarly, Louna Hair and Braiding capitalised on Westfield centre’s high foot traffic, offering eye-catching hair braiding services. Their success was driven by effective planning, strategic location selection, and an appealing visual setup that attracted a wide audience, especially children.

Michelle Ruzzene caught up with Louna founder Louna Cerise and Shark Ninja marketing communications director Arneka Grosvenor to find out more.

Arneka Grosvenor

HOW DID THE IDEA FOR THE POP-UP SPEEDSTYLE SALON COME ABOUT, AND WHAT WAS THE INSPIRATION BEHIND BRINGING IT TO THE HEART OF THE SYDNEY CBD?

We drew inspiration from the product name - SpeedStyle and thought why not offer 15-minute express hair touch ups using only the product. Guests were able to book a styling session via our online link and Sydney was the perfect choice due to the bustling nature of the city.

WHAT WERE THE KEY CONSIDERATIONS IN CHOOSING THE LOCATION AND DURATION OF THE EVENT?

Foot traffic and location were significant factors in choosing the salon’s location. We aimed to be in an area near major office buildings, key shopping stores, and precincts, and King Street in Sydney emerged as the perfect location.

ARE THERE SPECIFIC METRICS YOU CAN SHARE ABOUT THE SUCCESS OF THE POP-UP?

We successfully sold approximately 90 per cent of all available bookings, with most

of our hairstylists fully booked on a daily basis. We will be sure to roll this out again in the future.

IN WHAT WAYS DO YOU THINK THE POP-UP HAS CONTRIBUTED TO BUILDING A STRONGER COMMUNITY OF BEAUTY LOVERS AROUND THE SHARK BEAUTY BRAND IN AUSTRALIA?

Pop-ups and activations, in general, provide a tangible experience for consumers and the wider community. They enable customers and potential customers to engage closely with the brand, allowing them to interact and witness the product live in action.

WERE THERE ANY CHALLENGES OR UNEXPECTED SITUATIONS ENCOUNTERED DURING THE POP-UP, AND HOW WERE THEY ADDRESSED TO ENSURE A SMOOTH AND SUCCESSFUL EVENT?

As is typical with all salons and beauty outlets, we experienced sold-out situations on key days and dates. However, to overcome this challenge, we demonstrated flexibility and agility. We were able to either open early or close late to accommodate additional bookings.

Louna Cerise

CAN YOU SHARE WITH US THE INSPIRATION BEHIND STARTING LOUNA HAIR AND BRAIDING, AND HOW DID THE IDEA OF HOSTING POP-UP EVENTS IN WESTFIELD CENTRES COME ABOUT?

The motivation for founding Louna Hair and Braiding was a love for beauty and hair care, coupled with the desire for a flexible work-life balance. Hosting pop-up events in Westfield centres was strategically chosen to engage a wider audience and benefit from high foot traffic, without the commitment of a long-term lease.

WHAT UNIQUE ASPECTS OF YOUR BUSINESS DO YOU BELIEVE CONTRIBUTE TO ITS SUCCESS IN THE COMPETITIVE BEAUTY INDUSTRY?

Success factors include our stylists’ long-term expertise in hair braiding, a strong emphasis on customer satisfaction, and offering unique braiding styles in a friendly environment.

IN WHAT WAYS DO YOU PREPARE FOR AND COORDINATE THESE POPUP EVENTS TO ENSURE THEY ALIGN WITH YOUR BRAND’S AESTHETIC AND GOALS?

Preparing for pop-up events involves meticulous booth setup planning, maintaining brand aesthetics, and employing well-trained staff. Additionally, receiving expert advice and support from Neil Carrasco, Regional Manager NSW, Westfield Brandspace Retail & Media, has been invaluable in selecting suitable centres and aligning them with our business goals for successful popup experiences.

WHAT STRATEGIES DO YOU EMPLOY TO ATTRACT CUSTOMERS TO YOUR POP-UP LOCATIONS AND ENGAGE THEM WITH YOUR PRODUCTS AND SERVICES?

Attracting customers to pop-up locations involves promotional efforts, social media marketing, and eye-catching displays. Live hair braiding demonstrations, especially with vibrant colours, naturally draw attention and excitement, particularly from children, making them an effective marketing tool.

You know your business. You know your products insideout. And—if general trends in the beauty industry hold— you are passionate about what you offer Australian consumers.

But you know how sometimes when others explain what they do for work, you kind of nod like you get it but you don’t really ‘get it’? (Or is that just me?)

That might be how you feel about industry associations. Like Accord Australasia, the peak body for the cosmetic industry. Especially if yours is not yet one of our member companies or if you don’t deal with us much, personally.

Well! The Accord team would like to take the opportunity of a new year and a new Strategic Plan to give you a taste of what it is Accord does—what we are passionate about, what we deliver and why our members renew year after year.

“Accord’s vision is to be the respected, forward-looking and influential voice of the industry,” says Bronwyn Capanna, Accord Executive Director. “Our Strategic Plan is designed to deliver tangible outcomes

ACCORD’S PLAN TO FOSTER COSMETIC

INDUSTRY GROWTH

AND

OUR STRATEGY TO SUPPORT SUSTAINABLE GROWTH AND PRODUCTIVITY FOR BEAUTY COMPANIES AND

THE WIDER INDUSTRY

by focusing on four essential pillars: Member Value, Industry Productivity and Innovation, Advocacy & Partnerships, and Social & Environmental Sustainability.

“Accord has 100+ member companies ranging from small Australian-owned businesses to multinationals that make or supply formulated products. The cosmetic and personal care products industry is one key sector we represent.

“Member Value is the core goal of Accord’s Strategic Plan. We aim to provide indispensable services to our member companies—helping them do business, better. Some of our key activities in this area are information sharing, events, networking, and industry benchmarking. For example, in 2023 we hosted 12 events, provided training, held one-on-one meetings with nearly half our member companies and delivered member surveys, FAQs, information updates on key issues— and much more.

“These activities will continue into 2024. Some event highlights for the coming year include our Cosmetic CEO Roundtable, sustainability-themed Industry

Briefing and our regulatory and policythemed Canberra Day. We will also offer ‘regulatory basics’ training and will refresh our well-regarded ingredients defence website, www.furphies.org.au.”

Under Industry Productivity and Innovation, Accord works to ensure that the regulatory balance is correct; that is, protecting human health and the environment without overly burdening businesses or hindering international trade and innovation.

“What are the challenges your business is facing?” asks Catherine Oh, Accord Regulatory Strategy Director. “Are there products or ingredients in overseas markets that you cannot bring to Australia? Is your business unsure of what environmental claims you can make? These are just some of the issues our regulatory team takes on. Our positions are science- and evidencebased and represent the views of our member companies.

“A few of our achievements in 2023 include our successful defence of key ingredients used in sunscreen and skincare products, as well as input that the ACCC

Accord team

took on board in its new guidance on environmental claims, and liaising ‘across the ditch’ with Cosmetics NZ on amendments to the Cosmetic Products Group Standard to incorporate the latest EU Cosmetics Regulations.

“Work in regulatory reform can be slow to yield results. But we are tireless in our efforts! With input from our Members, in 2024 we will continue to engage in all relevant regulatory areas—cosmetic ingredients, consumer claims, therapeutic goods, chemical scheduling and the new environmental risk management of chemicals system to enable businesses like yours to operate more efficiently and to strive for that ‘holy grail’ of international regulatory alignment for more seamless global trade.”

Under Advocacy & Partnerships, Accord Policy and Public Affairs Director Craig Brock reflected on a productive year of outreach and relationship-building to boost industry’s profile as well as Accord’s reputation as a credible solutions provider to contemporary policy issues.

“It’s all about credibility and influence,” says Craig. “We take a multi-faceted approach to build these key elements. For example, in the past year, we engaged locally with key ministers and government officials and with many key organisations such as the Australian Packaging Covenant Organisation (APCO), as well as with our international sister cosmetics associations. We also made submissions to parliamentary inquiries and published new infographics to succinctly communicate the scale and value of our industry

and its complex packaging profile.

“Accord will continue to embrace synergies with professional networks and leverage relationships with like-minded industry associations to add weight to advocacy priorities. And we will continue to engage on key environmental issues like packaging waste, microplastics and corporate sustainability reporting—all underpinned by initiatives to showcase the industry’s sustainability credentials.”

Which segues nicely into Accord’s final goal, Social & Environmental Sustainability.

“Our industry has a strong track record in social and environmental sustainability initiatives,” says Jen Semple, Senior Manager, Sustainability & Education Programs. “BeadRecede, Sunsible and the Animal Test Ban Voluntary Code are examples of where Accord has developed industry-based approaches on beauty industry issues.

“We are always building in

this area. Packaging and climate change policy are high on our agenda at present. In packaging, we are progressing industry-led product stewardship approaches for non-kerbside-recyclable cosmetic packaging waste and will be showcasing our members’ achievements in packaging waste reduction. In climate, we have undertaken benchmarking and information sharing and will be looking at how best to support industry on this important issue. In the coming year, we also plan to develop sector-specific industry guidance on environmental claims to avoid greenwashing.”

That’s a bit about Accord, our activities and our priorities to foster the growth of the cosmetic industry. But what about you – what issues are challenging your business? If you would like to get some help and insights, please reach out to shollands@accord.au – we’d love to hear from you. www.accord.asn.au.

LEIGHTON RICHARDS’ STRATEGIC ELIXIR

How the WelleCo CEO is infusing innovation into wellness

By Michelle Ruzzene

In the competitive and fast-paced beauty and wellness industry, WelleCo stands as a testament to innovation and quality. This remarkable achievement and sustained success is predominantly due to the visionary leadership of CEO Leighton Richards, whose extensive corporate experience across various high-profile companies has shaped the company’s strategic direction and growth. His leadership, combined with the influential presence of co-founder Elle Macpherson, has positioned WelleCo at the forefront of the wellness revolution.

Leighton’s journey through the corporate world has been marked by a series of diverse roles, each contributing significantly to his holistic approach at WelleCo. Sharing insights from his rich experience, Leighton said that each role in his career had been a building block towards where he was today.

“It’s the culmination of these diverse experiences that has crafted my approach at WelleCo,” he said. “Navigating the complexities of customer behaviours and preferences in the ever-changing beauty and wellness sector has been a key learning experience. This journey has honed my skills in adaptability and innovation, which are essential in my role at WelleCo.”

The onset of the Covid-19 outbreak presented a multitude of challenges, but under Leighton’s leadership, WelleCo navigated these with remarkable resilience and agility. Reflecting on this period, Leighton said “the pandemic was uncharted territory for us all”.

“A pivotal moment in WelleCo’s journey under Leighton’s tenure was the strategic collaboration with Chemist Warehouse. This partnership was not just a business decision but a strategic alignment with shared values and vision.”

“It was a time of great uncertainty, demanding rapid adaptation and strategic foresight,” he said. “We faced significant challenges, particularly in supply chain management and transitioning to digital platforms. Our response required a blend of agility, innovation, and resilience, ensuring our supply chain remained robust and our customer engagement strong.”

A pivotal moment in WelleCo’s journey under Leighton’s tenure was the strategic collaboration with Chemist Warehouse.

Leighton’s career

Chief Executive Officer at WelleCo: February 2020 - Present

• Operating Partner / Senior Advisor at Private Investment Co: June 2015 - Present

Non-Executive Director at Sunny Ridge Berry Farms: May 2017Present

• Strategic Advisor and Consultant (Project) at Private EquityL Capital Asia: January 2015September 2015 (9 months)

• Regional Managing Director (SVP) at Callaway Golf: July 2011 - July 2015

Managing Director (VP) at Callaway Golf South Pacific: October 2009 - June 2011

• Sales and Marketing Director at Callaway Golf South Pacific: March 2008 - September 2009

Brand Director (GM) at TISSOT Swiss Watches (Swatch Group

Australia: December 2005March 2008

National Sales Manager, Brand Director at Louis Vuitton Moet Hennessy (Watch and Jewellery): March 2001December 2005

with our mission to bring wellness to a broader audience.”

In discussing WelleCo’s growth, particularly in Australia and the US, Leighton credits this success to a deep understanding of customer needs and a relentless commitment to quality. “Our growth is a direct reflection of our commitment to deeply understanding our customers and continuously evolving to meet their needs,” he said. “We place immense emphasis on product testing and research. Our product development is entirely in-house, ensuring that each product is not only customer-focused but also scientifically sound.”

“The collaboration between Leighton, the board, and Elle is a cornerstone of WelleCo’s success.”

essence of WelleCo – a commitment to natural beauty and holistic health.”

Looking to the future, Leighton is optimistic about WelleCo’s role in the growing segment of ingestible beauty.

“The beauty-from-within movement is more than a trend; it’s a paradigm shift in how people approach health and beauty,” he said. “WelleCo is at the forefront of this revolution, constantly exploring innovative ways to make wellness an integral part of daily life.”

Leighton’s strategy for global expansion is thoughtfully designed to align with each market’s unique wellness culture. “Our international strategy is about more than expansion; it’s about adapting our approach to be relevant in diverse markets while maintaining a global appeal,” he said.

The collaboration between Leighton, the board, and Elle is a cornerstone of WelleCo’s success. “Our leadership team combines diverse skills and perspectives. This diversity fuels our strategic decisions and fosters a culture of innovation,” he said.

This partnership was not just a business decision but a strategic alignment with shared values and vision. “Aligning with Chemist Warehouse was about more than distribution,” he said. “It was about connecting with a network that resonates with our commitment to wellness and trusted health advice. This partnership has been crucial in enhancing our accessibility and extending our reach, perfectly aligning

Leighton also acknowledges the significant role played by Elle Macpherson in WelleCo’s success. As a co-founder, Elle, known famously as ‘The Body’, has been instrumental in shaping the brand’s identity and direction. “Elle is not just a co-founder; she is the embodiment of our brand ethos,” he said. “Her passion for holistic wellness and her authentic connection with our products resonate deeply with our customers. Elle’s journey, from a supermodel to a wellness advocate, mirrors the very

Leighton also highlighted the impact of customer feedback on WelleCo’s direction. “Hearing from our customers about the positive changes our products have brought to their lives is incredibly fulfilling,” he said. “Whether it’s offering relief from menopause symptoms or helping young people with severe acne, these stories reinforce the impact of our work and drive us to continually innovate.”

Under Leighton and Elle’s leadership, WelleCo transcends being just a participant in the wellness industry; it is redefining it. Their combined vision, understanding of market trends, commitment to innovation and quality, and focus on a diverse customer base set WelleCo on a path of continued success and growth. As the wellness industry evolves, WelleCo, under their stewardship, is well-positioned. ■

Leighton Richards

Consumers still believe in tried-and-tested ingredients, with niacinamide and hyaluronic acid as topsearched ingredients on social media. This loyalty stems from the enduring faith in proven ingredients that cater to individual skin needs. To stand out in the saturated market, beauty brands can reimagine well-known ingredients while maintaining their efficacy. According to Mintel research, over half of Chinese consumers say they would select a skin tone management product based on well-known ingredients.

Revitalising legacy

SKINCARE INGREDIENTS

A guide for beauty brands

By KinShen Chan, Principal Analyst, Beauty and Personal Care, Mintel

Niacinamide was first registered on Mintel GNPD in 1998 and has continued to grow in popularity. Renowned for its anti-inflammatory, brightening, and moisturising benefits, it has become a household name in facial skincare. Olay’s recent introduction of Super Serum, featuring a new low-pH activated niacinamide formulation, is said to minimise skin irregularities (‘skin chaosity’) and reduce micro-inflammation through an innovative low-pH buffer system.

Hyaluronic acid, a well-known humectant for skin hydration, takes centre stage in Shiseido’s Bio-Performance Skin Filler Serums. The two-step regimen involves delivering shrunken hyaluronic acid molecules in the evening for better absorption and enlarging them in the morning to volumise the skin. This innovative concept simplifies product efficacy communication, making it easy for consumers to grasp and visualise.

Vitamin C stands as another popular antioxidant ingredient, offering protection against skin damage, a collagen production boost and improved skin tone. NIVEA Malaysia’s recent launch of the Extra Bright C&HYA Vitamin Anti-Spot Serum utilises cold extraction technology, claiming to preserve vitamin C’s properties optimally while enhancing its antioxidant potency. The unique ‘kitchen logic’ approach communicates efficacy, though further efforts to highlight the value of switching to vitamin C with cold-extraction technology are essential for consumer persuasion.

“...utilises cold extraction technology, claiming to preserve vitamin C’s properties optimally while enhancing its antioxidant potency.”

UNLOCKING THE POTENTIAL OF TRADITIONAL MEDICINAL INGREDIENTS

TRENDS

Beyond popular ingredients, brands can captivate beauty consumers by incorporating indigenous ingredients with local heritage. In Japan, eight in 10 consumers view Chinese herbal medicine as beneficial for physical health, while nearly a third of Indian female consumers believe in the preventive properties of Ayurvedic ingredients in beauty and personal care products.

The emergence of Ayurvedistry combines skin and wellness rituals, ingredients, and practices with modern dermatology. One example is the Manjishtha Mud Clay Mask from the Indian beauty brand 82E. This light-brown clay mask, formulated with powerful antioxidants like manjishtha and bioflavonoids, is said to be clinically proven to brighten and rebalance the complexion. Providing a sensory experience distinct from traditional clay masks, it retains skin moisture after use.

Ginseng, a traditional root/herb in Asia Pacific, has seen growth in North America and Europe, rising from 18% to 24% between January 2018 and December 2022. YINA Hydracloud Cream, a Chinese beauty brand, harnesses the power of East Asian medicinal plants, including ginseng, for anti-inflammatory benefits. In South Korea, Sulwhasoo, known for its medicinal actives like ginseng, partners with singer Rosé, adding modernity and playfulness to attract younger consumers.

WHAT WE THINK

As consumers increasingly scrutinise skincare ingredients, brands can gain a competitive edge by innovating familiar ingredients. Whether through novel formulations or creative communication of efficacy, brands can renew interest in established ingredients. Additionally, tapping into ancient remedies like TCM and Ayurvedistry, supported by clinical evidence, offers an opportunity to engage new consumers and encourage the exploration of traditional ingredients. ■

DISCOVER

CHANGE OF BASE

THE RISE OF SKIN-LOVING, TINTED SERUMS

By Nikita Papas | @nikitapapas

SKIN IS IN!

Beauty’s editorial highway has been dominated by the benefits of high-performance products and ingredients – pH-balanced cleansers, powerhouse serums, potent actives, genius peptides, everything you need, and everything you don’t. Educational content fuelled by the expertise of esteemed skincare professionals, in-theknow beauty editors, and makeup artists, has enlightened consumers about creating, and maintaining a healthy, radiant-looking complexion. The restoration of the crucial skin barrier function, and skin microbiome is no longer a mystery. The conversation has also expanded to embrace transformative makeup products. Hybrid, multi-benefit, Tinted Serums - infused with skin-loving ingredients - are designed to cover, correct, and blur imperfections with a customisable, lightweight, confidence-boosting veil.

“A serum is comprised of a thin-viscosity, lightweight topical solution, known as a vehicle, housing active ingredients that can penetrate the outer layers of the skin to deliver targeted benefits. Typically, serums are deployed to deliver potent, bioactive ingredients to improve the function of the skin. Due to their higher concentration of ingredients, serums tend to provide visible results over a shorter period, explains dermatologist, Dr Cara McDonald (Complete Skincare Specialists, VIC). She believes that Tinted Serums, formulated with efficacious ingredients, can complement a dedicated skincare routine. Her star ingredients include Ceramides, Hyaluronic Acid, Glycerin, Vitamin B3 (Niacinamide), Squalane (a more stable form of Squalene), Vitamins C and E, and gentle doses of chemical exfoliants (AHAs and BHAs). “Tinted Serums can contribute to creating and maintaining a healthier-looking complexion, but it’s important to remember that dermatologistapproved, pigment-free serums provide maximum benefits, as they are designed to deliver undiluted active ingredients to the biological target within the skin”, says Dr McDonald.

Skin is in! According to acclaimed makeup artist – Sean Brady –the desire to create a flawless, radiant, but also natural-looking, dewy complexion is currently trending. From a consumer perspective,

Tinted Serums are aligned to ‘skincare goals’, and their adaptability + versatility are envisaged as ‘wins’. “They can be applied directly onto prepped skin, or seamlessly blended into a moisturiser to achieve a more ‘breathable’, lightweight, and luminous finish”, says Sean. The ‘blend-and-go’ customisation saves time, and provides a harmonious fusion of desirable coverage, correction, and skincare benefits.

NATURE RELOADED

Available in 11 forgiving shades, Clarins Tinted Oleo-Serum is formulated with 98 per cent natural ingredients, including antioxidant-rich Jojoba and Hazelnut Oils, and moisturising Squalane. The addition of Ceramide NP (naturally found in the upper layer of the skin), promotes hydration, elasticity, and assists to strengthen the skin barrier function. The nourishing, fluid formula melts into the skin with a non-greasy finish, and provides customisable coverage. Apply two drops for a natural-looking glow, three to create an even-looking complexion, and four or five to ‘amp-up’ the coverage. Typology Tinted Serum is infused with soothing Aloe Vera, moisturising Glycerin, softening, Olive sourced Squalane, and corn-extracted, anti-ageing Vitamin C, to combat free-radical damage + dark spots, and brighten the complexion. The 99per cent naturally derived formula is non-clogging, fragrance-free, and adheres to the brand’s minimalist (‘less-is-more’) ingredient charter to reduce irritation. For consumers seeking a ‘barely-there’ makeup look, this Parisian Tinted Serum imparts a natural-looking, dewy, radiant, finish.

UMBRELLA TINTS

Rationale #3 The Tinted Serum SPF50+ showcases an entirely unique and innovative Complex of Zinc Fusion Technology. This powerhouse complex of active ingredients delivers advanced solar + environmental protection, filtering damaging UV rays, visible light, and infrared radiation. The ultra-lightweight, protective formula assists to target hyperpigmentation, and is enriched with supporting

“The restoration of the crucial skin barrier function, and skin microbiome is no longer a mystery. The conversation has also expanded to embrace transformative, skin-loving makeup products. Hybrid, multi-benefit Tinted Serums - infused with skin-loving ingredients - are designed to cover, correct, and blur imperfections with a streamlined, customisable, confidence-boosting veil.”

Proteins, to provide additional thermal protection for optimum skin health. The translucent, universal shade is designed to flatter all skin tones with a luminous finish – shake well, and apply in the AM over the face, décolletage, and backs of hands. Clinique Even Better Clinical Serum Foundation SPF20 is a medium-to-full coverage serum foundation powered by plumping Hyaluronic Acid, decongesting Salicylic Acid, radiance-boosting Vitamin C, and the brand’s exclusive molecule – UP302 – to minimise the look of dark spots. Available in an impressive spectrum of shades, the weightless, oil-free formula showcases a hydrating, satin-matte finish with SPF20 protection. Available at Mecca, Ilia Super Serum Skin Tint SPF40 is a dermatologist-tested, ‘made for sensitive’ skin tint that delivers light coverage, and is clinically proven to address the concerns of dry, blemish-prone, uneven skin. The non-comedogenic, fragrance-free formula is powered by a blend of firming Hyaluronic Acid, pore refining Niacinamide, moisturising Squalene, and NonNano Zinc Oxide, to shield skin from harmful UV rays, blue light, and pollution.

ABSOLUTELY FLAWLESS

Mecca Max Off Duty Serum Skin Tint is an ultra-light foundation, that blends seamlessly to provide sheer coverage. The silky, liquid formula’s star ingredients include moisturising Glycerin, Niacinamide, Squalene, and Vitamin E to promote hydration, even skin tone, and fortify the skin barrier. Shades? An applause-worthy twenty, that consider all undertones, including neutral, cool, pink, peach, golden, and olive. This sublime, award-winning Serum Skin Tint creates sheer coverage, with a dewy finish. Rose Inc Skin Enhance Luminous Tinted Serum showcases a unique formula comprised of pigment spheres suspended within a skincare base. Upon application, the microencapsulated pigment bursts on contact, and effortlessly blends across the face, to blur imperfections with a luminous finish. The formula’s star ingredients include hydrating Hyaluronic Acid + Squalene to plump and smooth, and Acetyl Tetrapeptide-2 – a powerful, anti-ageing peptide that stimulates skin regeneration, and provides environmental protection. A best-seller at Mecca, this is a ‘go-to’, skin-loving, Tinted Serum for those seeking ultra-sheer coverage, with an unmistakable glow.

Trinny London BFF De-Stress Tinted Serum offers lowmedium, buildable coverage across twelve stretchable shades with a radiant finish. Designed to reenergise the appearance of dull, fatigued skin, the formula includes Hyaluronic Acid, and the brand’s scientifically proven NP-TriOX technology powered by soothing Neurophroline - an active ingredient that works to block the production of Cortisol (the ‘stress hormone’) in our skin. It’s calming properties swiftly reduce inflammation and redness, to promote a radiant, healthy-looking complexion. L’Oréal Paris True Match Tinted Plumping Serum has been reformulated with 1 per cent Micro-Epidermic Hyaluronic Acid, to amplify the penetration of the ingredient’s renowned plumping benefits. An attainable, consumerfavourite across the globe, this lightweight Tinted Serum is also enriched with moisturising Glycerin. The10 adaptable, mineral pigmented shades effortlessly melt into the skin, to impart a visibly hydrated, plumped, and flawless finish.

LAST WORD

The rise of Tinted Serums represents a welcome shift towards a more inclusive and effortless beauty standard. These new-age, hybrid products offer a bridge between skincare and makeup, empowering consumers to celebrate their unique beauty, and simplify their routines. As the trend continues to gain momentum, the transformative benefits of Tinted Serums are revolutionising the way we approach and appreciate our skin’s natural radiance. Selecting a compatible shade can be challenging. Sean recommends seeking out the expert advice of an in-store makeup consultant, to identify your skin’s undertones, and personal coverage goals. It’s estimated that 90 per cent of ageing results from harmful (cancercausing) UV exposure. Dr McDonald advocates the application of a broad spectrum, SPF50+ sunscreen as the last step prior to applying makeup, including Tinted Serums that integrate SPF protection. Invest in a dermatologist-approved sunscreen, and integrate this skincare ‘essential’ into your daily (year-round) AM routine. It’s time to celebrate the realisation of our skincare goals, and rethink foundation coverage. A natural-looking, flawless makeup look is not only attainable, but it can be achieved in minutes, with a prescribed, skin-loving Tinted Serum. Embrace the benefits, and love the skin you’re in! ■

RETAIL BEAUTY, Australia’s leading B2B title for the retail beauty industry, is now in its 20th year!

TH

ANNIVERSARY

WE COMMUNICATE WITH BEAUTY RETAILERS

Counter managers, buyers, management and marketing

BEAUTY ADVISORS

Pharmacy, department store, boutique and online

BEAUTY AND HEALTH BRANDS

Owners, marketers, PR and sales

BEAUTY MEDIA

Beauty editors, journalists, bloggers and influencers

Retail Beauty is an essential tool for brands and retailers to educate, inspire and support their sales force – and ultimately sell more products. Retail Beauty is the go-to for the wider beauty industry to stay on top of global and local trends, news and launches. We communicate directly and daily to key industry professionals and decision makers.

OUR REACH

69,700+

Reach our quality audience of more than 60,000 through bespoke advertising and content solutions.

Contact Nicci Herrera on +61 426 826 977 or nherrera@intermedia.com.au

Skin-Tok

The Top Trending Skincare Brands on TikTok, According to Cosmetify.

Kiehl’s - www.kiehls.com.au

Nivea - www.nivea.com.au

The Inkey List - www.sephora.com.au

Sol de Janeiro - www.mecca.com

CeraVe - www.cerave.com.au

Photography: Brandee Meier. Concept and product curation: Michelle Ruzzene.

5 MINUTES WITH...

Tanya Hennessy

As a multifaceted talent – comedian, digital content creator, author, and host on both radio and television – Tanya Hennessy embodies a delightful blend of humour and sincerity. In her role as one of Priceline’s celebrated ambassadors, she’s not just promoting products; she’s inspiring joy, challenging conventions, and advocating for a world where every woman is recognised and valued. At 38, Tanya has unveiled her third enticing makeup collaboration with MPCosmetics, named Breakfast at Hennessy’s. This limited-edition collection, mirroring the free-spirited yet timeless charm of its cinematic inspiration, Holly Golightly, builds upon the success of her earlier ventures – the much-acclaimed The Carb Collection of 2019 and The Carb Collection Again from 2021.

By Michelle Ruzzene

WHAT INSPIRED THE ‘BREAKFAST AT HENNESSY’S’ COLLECTION?

Two of my greatest loves – buffet breakfast and makeup!

WHAT INITIALLY DREW YOU TO PARTNER WITH PRICELINE, AND HOW HAS YOUR RELATIONSHIP EVOLVED OVER TIME?

I’ve always loved Priceline’s approach to accessibility – it’s a store for everyone and the brand is centred around care – so when they asked me to come on board as an ambassador, I jumped at the chance. I’m obsessed with my local store (I’m there at least once a week), the staff are so knowledgeable and helpful. And don’t get me started on the range… I legit could work there.

CAN YOU TELL US MORE ABOUT THE THEME BEHIND THE COLLECTION AND HOW IT REFLECTS YOUR PERSONAL STYLE?

I’m a beauty junkie, I try everything! I’m hooked on TikTok recommendations and trends. I adore makeup and I try to never take myself too seriously, so I really wanted

to inject some fun into this collab. I wanted a range that would make people feel good, be a bit cheeky, but also be on trend and without compromising on quality.

THERE ARE SOME INTRIGUING PRODUCT NAMES IN THE COLLECTION LIKE LONG BLACK & SEXY, I DON’T WANT NO SCRUBS AND WHAM BAM THANK YOU JAM. COULD YOU SHARE THE CREATIVE PROCESS BEHIND NAMING THESE PRODUCTS?

I named the whole range in an LA diner, which is so random! I wanted to inject some nostalgia and fun in the names. I just tried to go as far as I legally could with the names… you should see what didn’t make the cut!

RETURNING FAVOURITES LIKE THE TUBING MASCARA ARE BACK IN THIS COLLECTION. WHAT MADE YOU DECIDE TO BRING BACK SOME STAPLE PRODUCTS WHILE INTRODUCING NEW ONES?

When you create a great product that sells, I don’t think you need to reinvent the wheel. The mascara was a sell-out from

“I wanted a range that would make people feel good, be a bit cheeky, but also be on trend and without compromising on quality.”

the first collection, so it made sense to bring it back (with a slightly new name). At the same time, I wanted to introduce some trending and zeitgeisty products like Bottomless Brunch (Blush Palette) and All You Can Eat (Bath and Body Treats Bag).

CAN YOU SHARE HOW PRICELINE SUPPORTS YOUR CREATIVE VISION AND HELPS BRING YOUR IDEAS TO LIFE?

It’s a great collaborative creative process. I came up with the concept, then met with the Priceline team to brainstorm what everything could look like. MPCosmetics then started developing samples and packaging. It’s a lot of meetings, creative discussions, trialling of product, Red Bull/ lolly ingestion and late nights. The main discussions are about how wild I can go with the concept, product designs and names which is so cool. They just get me. Honestly, I love Priceline so much.

PRICELINE PHARMACY HEAD OF BEAUTY JENNA EDEBOHLS MENTIONED THAT CUSTOMERS QUEUED OUTSIDE STORES FOR YOUR

PREVIOUS COLLECTIONS. HOW DOES IT FEEL TO HAVE SUCH A STRONG RESPONSE FROM FANS, AND WHAT DO YOU THINK CONTRIBUTES TO THE SUCCESS OF THESE COLLABORATIONS?

It’s wild! Dream scenario really. In a world that has so many makeup options, that people care enough to invest their resources into mine means so much. I guess it means what I’m doing resonates with people and that makes it all worthwhile. I think people that follow me expect I will deliver a certain product (or book or TV show…) and if I nail that, then my job is done.

CAN YOU SHARE SOME INSIGHTS INTO YOUR ROLE AND RESPONSIBILITIES AS A PRICELINE AMBASSADOR?

One of my main jobs is to celebrate women and Priceline customers. And to make people less afraid to come into the pharmacy. I think a lot of women might avoid coming in because they feel their condition may be embarrassing, and instead they just live with pain. I want to break that stigma, and so does Priceline – that’s the premise of The Awkward Ask content series we created together!

The other thing I like to celebrate is the Priceline Sisterhood Foundation. Priceline does so much great work in the charity space and being part of that impact is just amazing.

FROM THE DESIGN OF THE PACKAGING TO THE FORMULATION OF THE PRODUCTS, WHAT ASPECTS OF THIS COLLABORATION ARE YOU MOST PROUD OF?

I’m most proud of the quality of the product – I’m so crazy about it! I do all the writing/copy on the packaging which is fun and makes the range feel like an authentic extension of me.

YOU’VE BUILT A SIGNIFICANT FOLLOWING ON PLATFORMS LIKE FACEBOOK, YOUTUBE, AND INSTAGRAM. HOW DO YOU STAY CONNECTED WITH YOUR AUDIENCE, AND WHAT DO YOU THINK RESONATES MOST WITH THEM?

I post content regularly that I find fun or interesting. Sometimes it’s funny and irreverent, other times it’s reflective and deep…but most of the time it’s just relatable with good vibes. ■

Style

FOR CANCER

It’s no secret that style makers have the power to completely transform the outlook of their clients. Every cut, dry, pluck, wax, treatment and tan has a place in making a person feel more confident and ready to take on the world.

Style makers are often also the people their clients confide in when they receive life changing news - like a cancer diagnosisyet they’re not always equipped to provide the advice and information that will best empower and support their clients.

With 98 per cent of Look Good Feel Better program participants saying their appearance makes them feel confident, and recognising the opportunity that style makers across the country have to boost the confidence of their clients, Look Good Feel Better is launching Style for Cancer –an initiative aimed at further uniting the charity with the beauty, grooming, and style industry as a force for good. Activity will go live from Saturday 1st - Sunday 30th of June 2024, with an additional national day of awareness and fundraising taking place on Thursday 6th of June 2024.

As the only charity of its kind dedicated to empowering people with any type of cancer, the Look Good Feel Better program allows its participants to regain control, confidence, and a sense of self. The charity’s Style for Cancer initiative aims to engage style makers in a proactive way to help improve the wellbeing and confidence of all people undergoing treatment for cancer.

Style for Cancer will provide style, beauty, and grooming professionals with knowledge and resources, allowing them to confidently support their clients as they navigate a cancer diagnosis and treatment, while also raising awareness and much-needed funding for the Look Good Feel Better program.

Education on skin, hair, and body changes, treatment-specific sensitivities, and other side effects to consider when discussing services with clients will be available, along with a range of tools and resources to ensure consults and recommendations for those undergoing cancer treatment can be approached in an informed and supportive way.

Fundraising will be encouraged as a major part of the initiative, with suggestions and ideas for getting involved available on the Style for Cancer websitestyleforcancer.org.au. All funds raised will ensure men, women, and young adults undergoing treatment can continue to access Look Good Feel Better’s range of services, free-of-charge.

Cathy Tolpigin, Event & Campaign Specialist for the Cancer Patients Foundation and the Look Good Feel Better program said: “We know how impactful a person’s appearance can be on their feelings of confidence and mental wellbeing, and the integral part each style, beauty, and grooming professional plays in this.

“We wanted to create a movement where each person’s actions for their own appearance and wellbeing could directly benefit the wellbeing of others – specifically

“We wanted to create a movement where each person’s actions for their own appearance and wellbeing could directly benefit the wellbeing of others – specifically those undergoing cancer treatment.”

those undergoing cancer treatment. And who better to be the force behind that movement than those already responsible for boosting so many people’s confidence.”

All style makers across Australia are urged to get involved; it’s as simple as registering to take part in Style for Cancer, and utilising the information and resources provided by Look Good Feel Better to ensure the initiative is successful.

“Registration includes a tax-deductible donation to the charity and in return we will provide you with a Starter Pack with everything you need to bring the initiative to life within your business, as well as an education session to upskill and empower your staff.

“It’s then a matter of engaging your clients, particularly throughout the June period, and not only raising as much money as possible, but also empowering as many people as possible through their treatment experience,” Cathy said.

Education sessions will take place in May 2024 in time for the campaign launch in June. Registration is open to salons, spas, clinics, retailers, and businesses focusing on beauty and style, Australia-wide.

Register now at www.styleforcancer. org.au or contact Cathy.Tolpigin@lgfb. org.au for more information. ■

All style makers across Australia are urged to get involved; it’s as simple as registering to take part in Style for Cancer, and utilising the information and resources provided by Look Good Feel Better to ensure the initiative is successful.

WHO CAN TAKE PART IN STYLE FOR CANCER?

Hairstylists

Barbers

Beauty Retailers

Beauticians

Brow Artists

Cosmetic Injectors

Dermal Therapists

Lash Artists

Tattooists

Nail Technicians

Massage Therapists

Makeup Artists

Laser Therapists

Fashion Stylists

Pharmacy Beauty Advisors

Cathy Tolpigin

HOW SNAPCHAT IS REDEFINING ENGAGEMENT

HOW CAN BEAUTY BRANDS LEVERAGE SNAPCHAT TO CREATE ENGAGING CONTENT FOR THEIR AUDIENCE?

One of the biggest challenges with online shopping is not being able to physically try on a personal item before making a purchase. But augmented reality (AR) is allowing users to do this through the power of their mobile phone. The AR revolution has happened, and the technology is now seen as a common tool for consumers to assist them in making purchasing decisions.

In Australia, recent research from Ipsos and Snapchat shows that AR is no longer perceived just as ‘fun’ but for real-world utility, with shopping being the number one reason that Australian consumers use AR, and 53 per cent affirming that it makes retail experiences easier, better and faster overall.

AR’s ability to let customers see, interact with, and try on products in a lifelike setting unlocks unprecedented opportunities for beauty brands. Since the global pandemic, customers have been seeking out virtual makeup try-ons for a unique and seamless experience. AR is the new standard for retail, allowing Snapchatters to go from ‘this looks good’ to ‘this looks good on me’.

A great local example of Snapchat’s try-on tech driving product sales is Mecca. Partnering with Snapchat for a market-first AR experience, the campaign used the latest catalogue-powered Shopping Lenses to enable Snapchatters to browse and try on lipsticks from the MAC Cosmetics collection at Mecca, via a dynamic catalogue feed. After virtually trying on different shades, our community could carry out a purchase directly on Snapchat. It was so successful that they sold out!

HOW CAN BEAUTY BRANDS ENCOURAGE THEIR AUDIENCE TO CREATE AND SHARE USERGENERATED CONTENT RELATED TO THEIR PRODUCTS?

Millions of people are engaging with beauty content on Snap every day, and millions of Snapchatters are also talking about beauty with each other.

For our audience, beauty is not just about makeup trends, although that’s part of it. Beauty is about being your authentic self, not posing for the perfect picture but capturing raw, unfiltered moments that you share with those closest to you. I think Snapchatters have an inclusive and diverse view of beauty.

For example, we see huge support, engagement and love for Snap Stars who represent different types of beauty; Nikkie Tutorials has over three-quarters of a million subscribers on her channel, so there’s a large and growing appetite for content that showcases a real

IN THE DIGITAL AGE

In today’s fast-paced digital marketing world, while TikTok and Instagram are often the go-to platforms, Snapchat excels at connecting brands with hard-to-reach younger audiences. Its innovative augmented reality (AR) and interactive advertising formats empower beauty brands to create unique, engaging experiences, thereby increasing customer engagement and driving conversions. Michelle Ruzzene speaks with Tony Keusgen, ANZ Managing Director at Snap Inc, to explore how beauty brands can leverage Snapchat to distinguish themselves in the digital marketplace.

spectrum of beauty, and we love to encourage that on our platform and help those conversations to evolve.

Aussie creators are driving high engagement with beauty content on Snapchat too. Local Snap Star Sianan has taken her VFX make-up talents to build a big following, encouraging Snapchatters to try new looks, and working creatively with a range of beauty brands.

CAN YOU PROVIDE ADDITIONAL EXAMPLES OR INSIGHTS INTO SUCCESSFUL BEAUTY BRAND CAMPAIGNS ON SNAPCHAT AND THE ELEMENTS THAT CONTRIBUTED TO THEIR SUCCESS?

We work with the world’s biggest brands to build creative experiences on Snapchat that deliver engagement, brand loyalty and real business results.

• Hismile, an Australian trailblazer in smile care, came to Snapchat to drive awareness and purchase of its products from a new audience it was not able to find on other platforms. Leveraging Snap’s lifestyle categories and advertising tools, Hismile drove an incredible 15 per cent increase in daily revenue. That’s a very real business impact.

Tony Keusgen

1 in 3 Aussies use Snapchat, and 8 million Aussies use Snapchat every month.

• Estée Lauder used Snapchat to reach GenZ, giving them an alternative experience of their products in the form of a shoppable, multiproduct AR Lens, which allowed users to virtually try on three different products - Primer, Foundation, and Lipstick. The campaign reached over three million people and generated an eight-point lift in action intent. The view-through rate was 85 per cent on commercials, whilst the Lens average playtime was 30 seconds.

• e.l.f. Cosmetics, meanwhile, worked with us on an AR Lens to bring its product to life and immerse consumers in the experience of an incredible poolside getaway. The Power Grip Lens generated a playtime of five times the benchmark for Snapchat beauty Lenses, whilst the Lens achieved 141,000 free impressions.

ONLY A RELATIVELY SMALL PERCENTAGE OF MARKETERS ACTIVELY USE SNAPCHAT FOR BUSINESS. HOW CAN BEAUTY BRANDS CAPITALISE ON BEING EARLY ADOPTERS OF SNAPCHAT, AND WHAT STRATEGIES CAN THEY EMPLOY TO STAND OUT IN THIS LESS CROWDED SPACE?

Actually, brands have long realised that Snapchat is the best place to reach Gen Z and Millennials. From global powerhouses like Dior and Estée Lauder to local heroes such as Esmi and Mecca, the beauty sector is tapped into using Snapchat to drive growth and see real results.

Snapchatters are happy when they use our app, and it’s a place where they feel like they can be themselves. Reaching consumers when they are their most happy and relaxed selves is really important. It’s when they are most receptive to brand advertising, which should be a key consideration for marketers as they evaluate where they allocate their budget. It’s these differentiating factors that can make a positive difference to things like brand uplift, ROAS, and conversion.

In Australia, we have an unduplicated daily reach compared to other platforms, which is also an important consideration. Seventy five per cent of Australians aged 13-34 use Snapchat, which is huge. Of that audience on Snapchat, just 17 per cent of Gen Z are using Twitter daily, only 48 per cent are on TikTok, and 40 per cent on Facebook. Advertisers who want to reach the under-40s audience, who together represent a massive opportunity for the beauty industry, can reliably find them on Snapchat.

I’m focused on helping more marketers break away from old models and stand out in this space. As the advertising industry continues to shift from legacy to digital to mobile formats, we can help beauty brands access our large and engaged audience and rapid product innovation, and develop strategies to grow at pace amongst the most valuable audiences. The specifics of tactics will vary depending on the marketer’s objectives, but with

today’s media landscape, its technological advances, and the changing needs of consumers, it’s really important beauty marketers use the most effective ways to reach their target audiences wherever they are and where they are most receptive to receive advertising.

SNAPCHAT OFFERS VARIOUS AD FORMATS, INCLUDING STORY ADS, SNAP ADS, FILTERS, AND AR LENSES. HOW CAN BEAUTY BRANDS CREATIVELY USE THESE AD FORMATS TO SHOWCASE THEIR PRODUCTS AND ENGAGE WITH THEIR TARGET AUDIENCE?

We’re seeing brands find incredible results with our improved performance products which now puts eCommerce advertisers in the driving seat on Snap. It’s easier than ever to showcase your beauty catalogue through our new and improved Dynamic Ads format and we’re buzzing about the early success with our Value Optimisation capability to drive incremental ROAS where it counts.

With Snap’s camera-first mentality, beauty brands have had great success in driving high consideration on Snap and shifting purchase intent through using Shoppable AR to “try-on” before you buy (driving on average 2.4X higher purchase intent).

Beauty lenses that allow Snapchatters to virtually try on different looks, colours, lipsticks, eye shadows, nail colours have seen great success. Ninety per cent of brands that currently use AR also say augmented reality helps them to improve their brand consideration and appeal to younger audiences.

Garnier launched a Lens for Pride in the US that allowed Snapchatters to virtually remove their makeup with the message ‘Remove your makeup, not your Pride’, which I personally loved, especially as it was so unique in its approach to AR in the beauty sector.

What’s more is we’ve made these kinds of AR executions accessible to brands of all shapes and sizes thanks to our Lens Web Builder where you can overlay your own logos or products in pre-built templates or develop something completely bespoke. It’s easier than ever to achieve results on Snap, so if you’re not sure where to start on your journey we suggest opening Ads Manager, selecting your business objective and the audience most relevant to you. Upload your video or AR asset and you’re away. ■

The Fragrant PREFERENCES Evolution of Consumer

Fragrances of the World, established in 1983 by renowned fragrance expert and author Michael Edwards, stands as the most comprehensive guide to perfume classification ever created. This illustrious guide has been a pivotal resource in categorising and understanding the complex world of scents. At the helm of scent evaluation is Erica Moore, the Head of Evaluation at Fragrances of the World. Erica, with her vast expertise, encounters hundreds of new fragrances daily. She divulged exclusively to Retail Beauty the top three fragrance trends that are shaping the industry.

Revisiting Nostalgia:

In the ever-evolving world of fragrances, certain traditional fragrance families continue to hold a significant place in the hearts of consumers. Notably, the Fougere family, exemplified by scents like Dolce & Gabbana’s DGVIB3, and the Soft Floral family, as seen in Boss The Scent for Her Magnetic, maintain a strong presence across various market segments. These families are celebrated for their classic appeal, offering a sense of timeless elegance and sophistication.

Interestingly, the fragrance industry is witnessing a resurgence of more verdant, green notes. Ingredients such as tomato leaf and galbanum, once made popular by pioneering fragrances like Vent Vert, are experiencing a revival. This trend is encapsulated in modern creations like Miller Harris Celadon, which blend the freshness of green notes with contemporary twists to create a unique olfactory experience.

There’s also a growing trend among brands to tap into the power of nostalgia. This strategy is not just about revisiting classic scents but reinterpreting them for the modern consumer. A prime example of this approach is the Estée Lauder Legacy Collection. This collection is a tribute to the brand’s iconic fragrances, reimagined by renowned perfumer Frederic Malle. Each scent in this collection offers a bridge between the past and present, providing a nostalgic journey through scent while incorporating modern sensibilities.

Mass vs. Niche:

In the past, mainstream brands typically stuck to more conventional compositions, while niche brands were the go-to for unique, often avant-garde scents. However, this distinction is becoming less clearcut. Mainstream brands are increasingly experimenting with more complex, abstract notes traditionally associated with niche perfumery. For instance, Ralph Lauren’s Romance Eau de Parfum Intense showcases an intriguing use of woody elements like patchouli and sandalwood, ingredients once reserved for more exclusive fragrance circles.

Conversely, niche brands, known for their artisanal approach and unconventional scents, are incorporating more traditional structures into their fragrances. This trend is evident in creations like Juliette by Juliette Has a Gun and Electric Cherry by Tom Ford, which feature floral-fruity and purely fruity notes, respectively. These scents represent a move towards more accessible, yet still distinctive, olfactory experiences that appeal to a broader audience.

This crossover is likely influenced by the increasing acquisition of niche brands by larger corporate groups. Such mergers not only enhance the visibility of niche fragrances in the broader market but also bring a touch of their unique artistry to a wider audience. This fusion is anticipated to enrich the fragrance landscape, offering consumers a more diverse array of scents that blur the lines between mainstream appeal and niche exclusivity.

Evolving Fragrance Tastes:

There has been a significant shift in consumer preferences towards more sophisticated and diverse scents. This change is indicative of a growing demand for variety and unique fragrances that stand out in a crowded market. Two key trends are driving this evolution: the integration of online retail and sampling, and the strategic positioning of beauty and fragrance retailers.

The advent of online retail and the increased availability of sampling options have played a crucial role in making niche fragrance brands more accessible to a broader audience. In the past, niche fragrances were often confined to exclusive boutiques or high-end department stores, limiting their exposure to a wider consumer base. However, with the rise of online shopping, these unique scents are just a click away. Customers now have the opportunity to explore and sample a vast array of fragrances from the comfort of their own homes, without the geographical and financial constraints that previously existed. This easy access has not only educated consumers about the diverse world of fragrances but has also fuelled their appetite for distinctive and unconventional scents.

Meanwhile, the role of major beauty and fragrance retailers like Mecca and Sephora cannot be understated. By combining beauty and fragrance under one roof, these retailers have created a one-stop destination for the modern consumer. This approach not only simplifies the shopping experience but also exposes customers to a wide range of products, including niche and prestige brands. The strategic placement of these products alongside mainstream beauty items encourages exploration and experimentation, particularly among younger consumers who are typically more adventurous and open to trying new brands and scents. As a result, we are witnessing a trend where younger demographics are gravitating towards more upscale and niche fragrance brands, drawn by their exclusivity, quality, and the unique stories behind each scent. ■

www.fragrancesoftheworld.com

Scent of INSPIRATION

Since childhood, Claire Yellowlees harboured a passion for business and product innovation. The 2021 pandemic lockdown marked a pivotal moment, steering her towards her own entrepreneurial journey. A serendipitous encounter with an old fragrance bottle, evoking vivid memories of Ibiza, underscored the potent influence of scent, sparking the genesis of Noun Collection, which launched late last year. Michelle Ruzzene delves deeper into her story.

HOW DID REDISCOVERING AN IBIZA FRAGRANCE OIL INSPIRE THE CREATION OF NOUN COLLECTION?

Initially I thought I would simply buy this oil in bulk from the lady who I thought made it in Ibiza. The packaging was cute, but not the best – a handwritten blue biro label was stuck on using sticky tape. I intended to rebrand the fragrance for the Australian market, but learned the Ibiza shop owner also wasn’t the creator, having sourced it from a woman in Puskar, India, with whom she lost contact. This prompted me to collaborate with expert perfumers to replicate the scent. Inspired by this oil and driven by my love for clean beauty, words, and modern aesthetics, I founded Noun Collection.

HOW DOES NOUN COLLECTION SET ITSELF APART IN THE LUXURY FRAGRANCE MARKET, ESPECIALLY WITH THE FOCUS ON CLEAN BEAUTY?

Despite facing scepticism from friends, I entered the highly competitive luxury fragrance market, dominated by giants like Estée Lauder with substantial marketing resources. Despite the challenge, I saw an opportunity for noun collection to fill a significant niche: offering high-end, clean fragrances. The market mostly had either purely natural scents lacking the sophistication of fine French perfumes or big-brand fragrances using potentially harmful ingredients. My aim with noun collection was to merge the best of both – creating luxurious, health-conscious fragrances combining natural and safe synthetic elements.

COULD YOU ELABORATE ON THE ‘SKIN SCENTSIBLE’ POLICY AND THE SPECIFIC STEPS TAKEN TO ENSURE NONTOXIC INGREDIENTS IN YOUR FRAGRANCES?

Right from the start in 2021, I committed to making Noun

Collection a clean brand, reflecting my personal use of aluminum-free deodorants and other clean beauty products. Diving into research on common fragrance ingredients, I was surprised to find many still contained harmful elements, deemed safe in certain amounts by the IFRA (International Fragrance Association). However, I questioned this, considering the cumulative layering effect of these ingredients when used across multiple products. Believing in avoiding any potentially toxic elements, I established our ‘skin scentsible’ policy, ensuring that Noun Collection remains true to a philosophy of clean and safe ingredients.

WHAT HAVE BEEN SOME OF THE CHALLENGES WITH STARTING A NEW FRAGRANCE BRAND?

Creating the noun collection posed significant challenges, particularly in meeting suppliers’ minimum order quantities (MOQs) for packaging and product components. A notable obstacle was designing a stone lid – an idea that took extensive research and discussions with manufacturers. The high MOQs emposed by companies capable of creating it were daunting for a startup like mine. Despite suggestions to opt for a wooden lid and after a persistent six-month search, my determination to realise the envisioned stone lid finally paid off. And it was so worth it! Patience is a virtue as they say.

CAN YOU TELL US MORE ABOUT THE DECISION TO CREATE A GENDER-NEUTRAL AND INCLUSIVE FRAGRANCE COLLECTION?

It was a bit of a no brainer for me to be honest. In a way it wasn’t really much of a considered decision. It’s just how I see fragrance. I don’t think it needs to be labelled with a gender. You either like and connect with a scent, or you don’t. One of the things I’ve enjoyed most since launching is seeing what gender buys or favours which scent. That in itself has been so interesting, with surprising results. Even out of our three scents the ones I thought lent toward being more of a traditionally masculine scent have been most popular with women.

HOW DO YOU ENSURE THAT THE SCENTS RESONATE UNIVERSALLY, CONSIDERING DIVERSE PREFERENCES?

You can’t please everyone unfortunately. So, the scents are a creation of ultimately what I like and hope others would too. For

example, I love that forest, mossy ground rain smell, so I knew I wanted to have one that captured this scent and feelingAzimuth. But when designing the three, I kept in mind a few different profiles, woody, floral, fruity and sweet, so that hopefully out of the three, a consumer would connect with one of them.

CAN YOU PROVIDE EXAMPLES OF HOW SPECIFIC WORDS ARE TRANSLATED INTO SCENTS WITHIN NOUN COLLECTION?

Syzygy in short means celestial alignment. The galaxy and outer space is a mysterious place. The scent of Syzygy aims to capture that mysterious allurement and magic. It has some really interesting layers that magically reveal themselves later on. It starts out quite sweet with the raspberry and bergamot, but as it sits on the skin it dries down revealing the oud and a much more spicy woody profile. NASA also conducted some research into what outer space smells like, and the research came back with a raspberry like scent. So, the word Syzygy felt completely fitting for this scent.

BEING AUSTRALIAN-MADE AND HAND-FILLED, CAN YOU SHARE INSIGHTS INTO THE PRODUCTION PROCESS OF YOUR EAU DE PARFUMS?

The creation process begins with crafting the fragrance oils, a collaboration with three professional perfumers. Over a year, we developed around 60 scent iterations, eventually narrowing down to the final three signature fragrances. These selected oils are blended in large vats by a professional Australian company, then transferred to smaller vats from which I hand-fill the bottles at home. As the brand grows, I aim to expand operations into a small warehouse space.

WHAT ARE YOUR PLANS FOR THE FUTURE OF NOUN COLLECTION?

I’m already envisioning new scents for future release. Additionally, from the brand’s inception, I’ve been keen on creating a clean deodorant, a project that’s underway with a planned launch by year-end. My aspirations extend to hand washes, creams, and candles. Ultimately, I dream of opening a unique store, blending the elements of a library, French café, and scent laboratory – a dream I’m dedicated to making a reality.

CAN YOU SUM UP THE ESSENCE OF NOUN COLLECTION IN A FEW WORDS FOR OUR READERS?

A boutique Australian brand, creating clean, contemporary fine-fragrances. Gender-neutral and thought provoking, offering a unique sensorial experience of the English language.

IS THERE ANYTHING ELSE YOU’D LIKE TO SHARE?

I now have an even higher level of appreciation and respect for anyone else who has started a business of their own. I knew it wouldn’t be easy, but building a business and brand from scratch is hard. Especially as a startup with limited resources and ‘womenpower’. I say ‘womenpower’ because it’s just me running the business at the moment. I feel I’ve taken multitasking to a new level. But I hope that I inspire other people to be brave and follow their dreams because it’s a great adventure! It’s too early to say if I’m going to be successful, but I sure am learning a lot and enjoying the journey. So let’s watch this space. ■

AUSSIE MADE

Naked Tan, established by the visionary entrepreneur Lea Taylor in 2007, revolutionised the tanning industry with its groundbreaking concept of providing a natural-looking tan in just two hours, catering to the fast-paced lifestyle of the modern woman. Originating in Australia, the brand has since expanded globally, becoming a byword for effortless radiance and clean beauty. Michelle Ruzzene delves into the secret behind Lea’s remarkable business success.

WHAT ARE SOME OF THE MOST VALUABLE LESSONS YOU’VE LEARNED THROUGHOUT YOUR JOURNEY WITH NAKED TAN, AND HOW HAVE THEY INFLUENCED YOUR APPROACH TO BUSINESS?

AS AN ENTREPRENEUR WHO HAS SUCCESSFULLY BUILT AND GROWN NAKED TAN, WHAT KEY PIECES OF ADVICE WOULD YOU OFFER TO ASPIRING BUSINESS OWNERS IN THE BEAUTY INDUSTRY?

Always stay true to your brand identity. Making sure the reason you are starting your business stays at the core of your company, ensures that you are always creating something you are proud of.

Throughout my journey with Naked Tan, one of the most valuable lessons I have learned is the importance and power of resilience. Being a business owner you do face a lot of uncertainty, and with that I found that being resilient and open to change allows you to turn any sort of failure into a success.

IN THE EVER-EVOLVING LANDSCAPE OF BEAUTY AND SKINCARE, HOW DO YOU STAY AHEAD OF TRENDS AND ENSURE THAT NAKED TAN REMAINS INNOVATIVE AND RELEVANT?

I am constantly researching, even just a scroll on Instagram is one of the ways I keep on top of what’s trending and I can see how I can bring this to all things tanning in the beauty world. Everything changes so quickly, so I make sure Naked Tan is always ahead by also investing into research and development. I work closely with my formulating chemist and the manufacturing team and also the packaging warehouses to ensure our products present well and are appealing to our consumers. An example of innovation is our fast tans and formulations. It’s important to me that Naked Tan stays on the forefront as the tanning market leaders in fast developing tans as we were the pioneers of this innovation, and we are constantly working to improve the delivery time of the tanning development for our consumers.

CAN YOU SHARE A SPECIFIC CHALLENGE YOU FACED IN SCALING YOUR BUSINESS AND HOW YOU OVERCAME IT?

One significant challenge we faced was maintaining product quality to ensure customer satisfaction. As production grows, it is easy to let things slip and the quality drops as a result, but I knew I didn’t want this to be the case. In turn, I had to invest into stringent quality control measures which ensured we were able to create the best products for our customers.

BALANCING WORK AND PERSONAL LIFE CAN BE CHALLENGING, ESPECIALLY AS A FOUNDER. WHAT STRATEGIES DO YOU EMPLOY TO MAINTAIN THIS BALANCE?

Yes it is a challenge at times, but I really value my well-being, that’s pretty central to Naked Tan’s ethos. I manage to balance with support from my amazing team, and as many business owners would know it is difficult to completely switch off, but I ensure when I am spending time with my sons, I devote my time to them by being off of my phone and being present in the moment. I am also fortunate that the industry I work in as a brand supplier to salon owners and other women business owners in the beauty industry, I am able to fit in a reiki massage or a facial here and there whilst doing meetings which is amazing and makes these meetings even more enjoyable! I am currently on the search for a Zumba dance instructor to come to Naked Tan HQ to hold a private weekly class for my team, to provide some fitness and movement and laughs for my team!

AS A LEADER, WHAT QUALITIES DO YOU BELIEVE ARE ESSENTIAL FOR FOSTERING A POSITIVE AND PRODUCTIVE WORK CULTURE WITHIN YOUR COMPANY?

I believe our positive work culture has thrived as a result of open communication and the shared sense of purpose. Everyone at Naked Tan believes in the product, believes in the ethos and believes in the brand. This has allowed us to create a great culture where everyone is invested and wanting to support one another. The girls are all besties and it’s so enjoyable everyday at work.

YOUR COMMITMENT TO CLEAN BEAUTY IS EVIDENT THROUGH NAKED TAN’S PRODUCT FORMULATIONS. COULD YOU ELABORATE?

Since my early 30’s, I started to learn about all the chemicals that were used in our everyday products, and I was honestly shocked. I couldn’t believe that all our simple creams, shampoos, conditioners and fake tans used chemicals that can disrupt your hormones, cause allergic reactions and all of that nasty stuff. After this I struggled to find any tans that didn’t have anything I didn’t like, so I decided I was going to make my own without any of the nasties!

GIVING BACK TO THE COMMUNITY IS A CORE ASPECT OF NAKED TAN’S MISSION. CAN YOU SHARE SOME OF THE INITIATIVES OR CAUSES THAT THE COMPANY HAS SUPPORTED?

It’s important as a business, a business owner, a mother and a member of the community to give back, and support those in need of a helping hand. Over the years of the Naked Tan brand, I have given to many organisations and charities that have resonated with me on a personal level. These have included charities that support women and children. Some of these have included - Destiny Rescue, Music Makers for youth, Escabags for women, Disability Trust, Cancer Council, NBCF and we also support on a monthly basis a number of our salon stockists with their charity events that they hold nationally.

LET’S TALK ABOUT YOUR LATEST INNOVATION, THE ALPHA MALE TANNING MOUSSE. WHAT INSPIRED YOU TO CREATE A TANNING PRODUCT SPECIFICALLY FOR MEN?

I got inspiration for Alpha Male Tanning Mousse from my four sons. Having sons I understand how males also like to groom and take care of their appearance and value their time, so I wanted to create a product that respects that. As the formula only takes two minutes to dry, and develops in just two hours, the product allows our Alpha Males to seize their day without having to wait around for the tan to set.

WHAT MOTIVATES AND INSPIRES YOU TO CONTINUE GROWING NAKED TAN, AND WHAT LEGACY DO YOU HOPE TO LEAVE THROUGH YOUR WORK IN THE BEAUTY INDUSTRY?

I am a natural innovator, I am always recognising where products are missing and I love to create innovative products that excite people. Through my work I really hope to leave a legacy or small foot-print on the tanning industry as the pioneer of the fastest tan globally, and what’s in the product is just as important as the results. Clean beauty and premium formulations, whilst reducing the gap between men and women’s beauty products! ■

Lea Taylor

Photography: Brandee Meier. Concept and product curation: Michelle Ruzzene.

Saskia

https://grandiflora.net

Luna Travel Spray www.vahy.co

https://mapoftheheart.com

Grapefruit and Geranium Candle https://grampiansgoodsco.com.au

The Fragrance https://robehaircare.com

V.8

BEAUTY RETAIL

Speaking to the evolving Australian customer.

By Hannah Udina, Head of Partnerships ANZ at Shopify

Last year’s Black Friday Cyber Monday (BFCM) weekend led to a record USD$9.3 billion global sales from Shopify merchants, a 24 per cent YoY increase compared to 2022. And with the Health & Beauty category unveiled as the second highest selling product category in Australia across the sales period, it is clear consumer appetite for beauty products remains strong.

But while there are ample opportunities for beauty retailers to capture wallet-share, new Shopify data indicates that today’s consumer needs, habits and values are evolving. Against the backdrop of an ongoing cost of living crisis, Australians are more price-conscious and brand loyalty is taking a backseat. They are also adopting the latest technology and considering a variety of channels in order to get the most out of their shopping experience and make informed purchasing decisions.

Hannah Udina

RESHAPED

How can today’s beauty brands appeal to the evolving consumer? Here are some takeaways to help your business thrive.

Price, quality and everyday satisfaction top our wish list

Faced with a tough economic climate, many Australians are thinking more carefully about what products to buy, with making savings and getting the most value for money becoming prominent factors in their decision-making process. According to Shopify’s 2023 Australian Retail Report, 93 per cent of respondents said they bought products from a different brand than they normally, with price cited as the deciding factor by close to half (49 per cent).

Another Shopify study found that 70 per cent of consumers said they are more likely to shop during the Black Friday Cyber Monday (BFCM) weekend and peak sales moments to get more for their money, and 84 per cent say they will compare prices to see where the best deals and discounts are.

But price isn’t driving all purchasing decisions. Eight in ten (80 per cent) of Australian shoppers said they want higher quality products that will last for a long time — and this is a higher priority for those with larger incomes and more full time employment. We also found that among Australian consumers, there is a focus on making meaningful small purchases that bring a sense of wellbeing and everyday satisfaction. In fact, 78 per cent of local consumers said they will be looking to make smaller purchases that give everyday satisfaction and 63 per cent of respondents will purchase products that aid wellbeing.

All this is to say that striking the balance between price and quality is more important than ever. Capitalising on sales periods is an impactful way to demonstrate empathy and support, delivering the ‘value for money’ message to consumers while fostering trust. And, it is also up to retailers to go beyond product — making clear the benefits and experiences they provide as a whole.

Shopify research found that browsing in a shop (39 per cent) and browsing online (38 per cent) were the top two ways Australian consumers make new product discoveries.

Technology and personalisation

unlock greater spend

Australians are increasingly embracing technology-driven experiences. Close to one in four holiday shoppers are more likely to buy from brands that offer technology-enabled shopping experiences (24 per cent). The consumers who said they planned to spend over $850 during BFCM, are also the most likely to make use of virtual fitting room services or smart mirrors (32 per cent), use virtual assistants (31 per cent), and over a third (36 per cent) engage with QR codes or digital display screens while shopping. Additionally, big spenders are twice as likely to purchase products with personalisation, such as name monogramming, as those who are planning to spend the least.

There is a huge opportunity for beauty brands to meet consumer appetite for experiences that involve technology and personalisation, and some forward-thinking retailers are already capitalising on the rise in demand. Shopify merchant ILIA provides a “find my shade” functionality on its digital storefront, giving shoppers a choice between an online quiz and sending in a photo of themselves that can be reviewed and shade-matched by their team.

Understanding how consumers likes to shop

The channels Australians are using to discover and purchase products is also shifting. While buying beauty products was once exclusively reserved for physical in-store shopping, in today’s landscape brick-and-mortar and online stores are almost equally important to the purchasing

journey. In fact, Shopify research found that browsing in a shop (39 per cent) and browsing online (38 per cent) were the top two ways Australian consumers make new product discoveries.

Customers are also more eager to shop directly through their favourite social networks, with 37 per cent of local shoppers saying they would be willing to buy on Facebook; 35 per cent via Instagram; 31 per cent directly on YouTube; and 26 per cent on TikTok. That said, this stat does differ depending on age group, as we found 18-24s are almost twice as likely to shop through TikTok than the average consumer. Younger generations, 18-24s and 25-35s, were the most likely to purchase through all of the social platforms bar Facebook, and enthusiasm for social shopping reduced with age. Those in the middle earnings bracket of $60,000$85,000 were also most likely to purchase through social channels.

What does this mean for brands? Online and offline commerce channels both play an important role in the purchasing journey, providing valuable touchpoints for discovery and consideration. With shoppers’ relationships with different channels varying significantly based on age and income, it’s also critical for retailers to understand who their target demographic is and their preferred purchasing habits.

Ultimately, Australian consumers have faced significant change these past few years. With the peak holiday shopping period underway, the beauty brands that thrive will be those that are able to recognise the evolving attitudes and habits of their target audiences, and meet their needs. ■

THE DCO BEAUTY BUYERS’

Secret Product Picks

Direct Chemist Outlet first opened its doors in 2006, when founder Ian Tauman set up shop in Werribee, Victoria. Since then, DCO has capsulated over 105 stores making it one of Australia’s fastest growing pharmacy groups. DCO’s brands growth has been fuelled by its customer-centric approach, compelling marketing campaigns, and strong rapport with suppliers, proving they’re a prominent key player in retail pharmacy. Michelle Ruzzene chatted with the DCO Beauty Buyers - the ultimate influencers - to discover their top beauty picks.

HANNAH JACKSON

Head of Buying Direct Chemist Outlet

Harvee Hair – I Need Therapy Hair Oil Pods.

I recently tried Harvee Hair’s I Need Therapy Hair Oil Pods, and I’m beyond thrilled with the results! As a busy mum of two, each little pod of magical elixir transforms my hair game and makes me feel like I have just stepped out of a salon. This product truly lives up to its claims of making my hair feel renewed, shiny and smooth. After just a few uses, I noticed a remarkable difference in the texture and appearance of my hair. It’s now much easier to manage, and it has a lovely, healthy sheen. Integrating Harvee Hair into my daily routine has been a total win.

Brosh Compact and Mineral Powder Light – Runway Room

Meet my new ride-or-die product – the Brosh Compact and Mineral Powder in Light from the Runway Room. This Mineral Pressed Powder is my secret to an instant glow-up, and it has become an indispensable part of my beauty arsenal. Enriched with Vitamin E, it ensures a smooth application and seamlessly blends with my tan from face to body. What makes this product a standout for me is its versatility. I’m so addicted with it that I own two – one for home and another tucked into my handbag for on-the-go touch-ups. Achieving an overall glow is a breeze with a large fluffy brush, lightly dusting the powder over my face and neck. On days when time is of the essence, I turn to Brosh for a quick glow-up. I strategically apply it to the contours of my cheeks, forehead, and under the jawline. As if that’s not enough, I’ve even discovered its potential as an eyeshadow, using a smaller fluffy brush to complete my look.

Loving Tan 2 Hour Express Tan Dark Thursday nights are synonymous with tanning rituals in my household, and my go-to product is the Loving Tan 2 Hour Express Tan in Dark. With two decades of fake tan experience under my belt, this particular tan has proven to be a standout, surpassing all others in terms of colour output and longevity. Having a naturally medium-light skin tone, the Dark shade effortlessly gives me the appearance of a stunning, natural dark tan –like I’ve just returned from a gorgeous European holiday (in my dreams!). What sets this tan apart is its rapid development in just two hours, sparing me the discomfort of sleeping with it on. The convenience of achieving a beautifully bronzed look without the overnight commitment adds an extra layer of appeal to Loving Tan 2 Hour Express Tan.

“Brosh by the Runway Room is more than just a makeup product; it’s an all-in-one lifesaver for a girl on the run.”

CAS SOUTHCOTT

Category Buyer Beauty

Designer Brands Rise & Prime

Luminescent Primer

BUYERS LIST

Nude By Nature Moisture Infusion Foundation

This award-winning foundation has become a staple in my makeup bag. A great medium to full coverage that is easy to build and provides a gorgeous smooth finish. With ingredients such as jojoba oil, Kakadu plum, and macadamia seed, it improves the skin elasticity and hydration, which my skin loves and needs.

“Do yourself a favour and get your hands on this cleanser! Wow!”

CeraVe SA Smoothing Cleanser

A great all-rounder. It removes my makeup, it exfoliates without having a rough texture while removing dirt and dead skin cells on the skin, without stripping the skins moisture barrier, simply amazing. Containing hyaluronic acid to hydrate, three ceramides to moisturise, and salicylic acid to renew, this cleanser leaves my skin feels smooth, ultra clean, and fresh with every wash.

Lightweight, illuminating, and hydrating, what more can a make-up lover want?! The perfect base for your foundation, that gives you a flawless finish. With the added luminosity it gives the skin a subtle radiance and glow. Great for dull or dehydrated skin with that has skin loving ingredients such as green tea, aloe vera and vitamins A, C, and E. With these fantastic ingredients it helps even the skin tone and encourages cell renewal. A must have in your beauty bag.

Category Buyer Fragrance

Ariana Grande Cloud

Every Ariana Grande fragrance is a recommendation or a favourite product. With beautifully presented packaging, Ariana Grande has become one of the highest and fastest selling Celebrity Fragrances to ever hit the market. With notes of musk, coconut, vanilla orchid, lavender, pear and bergamot, this a perfect long lasting & warming fragrance to suit anyone. It is not over powering like other Celebrity Fragrances, however, will last a whole day on the skin. There is no question as to why it is the highest selling fragrance in the range. With one-of-a-kind bottles, Cloud makes a perfect gift for anyone.

Burberry Her Eau de Toilette

One of my favourite fragrances in the Burberry collection is Burberry Her Eau de Toilette. It is a fresh and fruity fragrance that lasts all day without being over powering and has become a staple in my collection. Burberry Her will leave you feeling fun, fabulous and elegant. Blending pear, strawberry, peony, lily-ofthe-valley, honeysuckle, rose, musk and cedar notes, Burberry Her is the perfect fragrance for any occasion. Do yourself a favour and add this to your collection!

Calvin Klein Sheer Beauty

When I use to work in store, I would have a lot of customers asking for recommendations for a good fragrance at an affordable price. One standout was Sheer Beauty, which always proved to be a crowd-pleaser. With notes of bellini, bergamot, peony, jasmine, musk, sandalwood, and vanilla, Sheer Beauty is a fresh, fruity and floral fragrance, that gives you that summer feeling all year round. Calvin Klein fragrances will always remain timeless; you cannot go wrong. Perfect gift for yourself or for someone special.

CHLOE KENDRICK

Retaining customers Gaining them. VERSUS

Which is best?

by Ricky Allen

This is a concern that worries all businesses. To tackle this dilemma, you need to start at the beginning: having a system in place that allows you to maintain your data consistently. This will enable you to evaluate your business, distinguishing returning customers from new ones, and track all financial aspects. Accessing these figures daily is crucial. This data should also indicate which products customers are purchasing, enabling adjustments to your business plan and capitalizing on opportunities. Systemising every aspect of your business is key to reaching full potential. System stands for “Save Your Self Time, Energy, and Money.”

Firstly, let’s examine the customers retained column. Are you retaining the majority of your customers? Are you offering products that appeal to shoppers in your area? Keeping data allows you to assess if you are buying correctly. It may reveal underperforming products, prompting the search for alternatives. When customers request specific products, ensure to take their details. If you decide to stock those products, reaching out to them can foster long-term customer relationships.

Look at your staff. Do they have sufficient product knowledge and deliver good customer service? Your staff are also your customers, so invest time and money in providing them with necessary training to support customers fully. If your business falls short in these areas, it’s time to reassess.

When customers make a purchase, include written material on new products they may find beneficial. If you have their contact details, send them this information. Avoid giving out skincare product samples, as it sends the wrong message. Instead, emphasise that your staff can help choose the right product for their needs.

Send season’s greetings and Happy New Year cards to customers you have details for. These small gestures demonstrate that they are valued and important.

Ensure you have a good customer service plan that all staff adhere to consistently to achieve the best results.

“Differentiate marketing activities and systemise them, then follow up to see results. No two marketing plans should be the same, considering area demographics and existing customer needs.”

Next, let’s explore how to grow your customer base through appropriate marketing. There’s no big marketing secret. Based on collected data, take efficient and effective action. Differentiate marketing activities and systemise them, then follow up to see results. No two marketing plans should be the same, considering area demographics and existing customer needs.

A successful business plan requires both a comprehensive customer retention plan and a plan to attract new customers. Over time, as customer service improves and retention rates increase, you can adjust marketing strategies. It comes down to the numbers and your system’s ability to deliver accurate information so you can assess your business regularly. Don’t wait for numbers to drop dramatically; check and reassess regularly for economic success. ■

Have you met...

SUSAN LILIAN

Susan Lilian is a seasoned makeup artist whose career began with a fascination for painting and sketching in childhood. She honed her skills and passion working with top brands like Clinique, Sephora, and Lancôme. Susan’s journey led her to create her own brand, SMITH KIT, reflecting her love for high-quality, aesthetically pleasing products with a goth-inspired edge. She connects with her audience through her Instagram and websites, sharing her insights and celebrating beauty in all its forms.

HOW DID YOU GET INTO MAKEUP/BEAUTY?

I was always painting, sketching and using different mediums as a kid, it was obsessive! I actually never thought of makeup artistry as a career. Makeup artistry is celebrated today but it wasn’t a popular career back then. I didn’t personally know anyone who was a makeup artist! Similarly, the entrepreneurial spirit that thrives now was far less prevalent, it was all about uni. Regardless, I was SO drawn to beauty, working on a cosmetics counter for Clinique was the perfect fit while I tried to find something I might tolerate at university. Spoiler, I never left the beauty space!

YOU’VE HELD ROLES AT SEPHORA, CHANEL, MECCA BRANDS, LANCÔME, AND CLINIQUE. HOW DID THIS CONTRIBUTE TO YOUR OVERALL CAREER DEVELOPMENT AND SKILL SET?

My first role with Clinique was very formative and ignited my love for skin. I was only 17 and my manager filled me with insane work ethic that I still incorporate into my everyday life. My role at Lancôme was also very special to me, I was their State Makeup Artist, shooting campaigns with designers like Camilla & Mark and working backstage at Australian Fashion Week every year. My goal was to become a versatile makeup artist, creatively and in business. I was always fascinated by the different styles of French, American, Japanese and Australian beauty houses, so I spent time with all of them! That decision later opened doors for even bigger opportunities as I now incorporate consulting and education for international beauty brands into my offerings.

WHAT INSPIRED YOU TO START YOUR OWN BRAND SMITH

KIT?

by Michelle Ruzzene

If I can’t find the design or the quality I want to use, I’m going to work my arse off, save my money and create it for the industry. My brand is an extension of the

“My brand is an extension of the backstage and editorial world. The aesthetics come from my love of the goth subculture and artists who inspire me.”

backstage and editorial world. The aesthetics come from my love of the goth subculture and artists who inspire me. I create products that are purposeful, high quality and visually pleasing. It took me three long years to design and launch the very first product range for Smith Kit, the magnetic palettes. They look and feel high-end, are insanely strong, won’t open in your kit and sit beautifully on the table. Keep your eyes peeled for new launches coming soon.

SOME KEY LESSONS OR INSIGHTS YOU’VE GAINED FROM YOUR 17 YEARS OF EXPERIENCE AS A MUA?

Every single person you meet in the industry you will meet again, make sure you lead with kindness, good intentions and a great attitude.

WHAT CHALLENGES DID YOU FACE WHEN TRANSITIONING FROM WORKING FOR ESTABLISHED BRANDS TO BECOMING AN ENTREPRENEUR?

Saying no to permanent offers for huge roles was incredibly hard to pass on. I felt unstable and unsafe, but I had to try to do it on my own. As soon as I started believing whatever was

meant for me would feel right, it flowed very organically. Companies found out I was freelancing and people who were working with me on the cosmetics floor were now marketing and PR executives who knew my skill set and hired me as Susan Lilian Makeup.

WHAT ARE SOME IMPORTANT FACTORS FOR SUCCESS IN THE BEAUTY INDUSTRY?

Accomplishments look and feel different to all of us. I would say the power of connecting with people will always be king. People may forget what you said but they will always remember how you made them feel.

WHAT ADVICE WOULD YOU GIVE TO ASPIRING MAKEUP ARTISTS OR INDIVIDUALS LOOKING TO START THEIR OWN BEAUTY BRANDS?

Don’t give up, see it through! Even if it goes nowhere, you finished it, you did it! Be proud of your blood, sweat and tears.

WHO IS YOUR BEAUTY ICON AND WHY?

Not so much a beauty icon rather a love of aesthetic and culture perhaps. I love things from my Spanish heritage, I also find gothic and clean beauty aesthetics to be iconic.

WHAT IS YOUR GO-TO AUTUMN BEAUTY LOOK?

Gothic Glam. A deep lip liner with a complimentary lip oil. Delicious!

WHAT IS ONE PRODUCT YOU COULDN’T LIVE WITHOUT?

Cream blush. There’s nothing that makes you look more alive than mimicking blood flow to the cheeks or even the chest.

WHAT ARE YOUR TOP MAKEUP TIPS?

Go into store, book a private lesson and purchase a personalised skin and makeup routine. When you use products that are tailored to your skin needs, you’ll see the difference. ■

Instagram: @Susanlilianmakeup

www.susanlilian.com

www.Smithkitforever.com

Mastering the Art of Shimmer and Shine in Makeup

experimenting? Thanks to social media’s influence, eye makeup has evolved, with metallic eyeshadows leading the trend. Michael Brown explores how these shimmering shades can elevate your makeup game.

look, or do you like to change it up? This is a great question to ask yourself and your makeup brand customers. Traditionally, many people had a ‘look’ and rarely deviated from it. It was comfortable and seemed to suit them, but it was more about the convenience of avoiding the unknown, especially with different eye makeup shades or textures.

01. Charlotte Tilbury, The Beautyverse Palette

02. Pat McGrath Labs, Mothership XI, Sunlit Seduction

03. YSL Couture Colour Clutch Eyeshadow Palette, Desert Nude;

04. MCoBeauty Eyeshadow Palette, Peachy Nudes

“Here are some of my favourite metallic palettes that strike a perfect balance between matte sculpting base shades and fun, on-trend metallic shades we all love.”

Now, eye makeup has evolved to be more playful and experimental, largely thanks to social media tutorials. What began on YouTube has now exploded on platforms like TikTok and Instagram. We’re bombarded with new tips and trends, making it essential for brands and beauty advisors to stay current.

Awareness of trends and quick tips has given consumers the confidence to try new eye looks, from a simple liner change to adding a metallic touch for a night-out look.

In makeup, there are no set rules! You can be as subtle or as bold as you like. However, there are guidelines to help understand makeup artistry best practices, which are useful to share with customers.

Why Metallic?

Metallic eyeshadows have seen a surge in popularity. They’re more accessible now, with improved textures that hold colour better, crease less, and have a creamier feel, resulting in fewer fallouts.

Top content creators, with their optimal lighting, showcase the shimmer and shine of metallic shadows beautifully. TV shows like Euphoria have also played a part in popularising shiny, colourful eye makeup, making metallics a common feature in most eyeshadow palettes.

When Does Metallic Work?

With the competition among eyeshadow palettes intensifying, consumers are more informed and demanding about texture and quality. A good palette should include both matte and metallic shades. Metallics alone can lack depth, as their light-

TIP

Lighter metallic shades, such as silver, white gold, icy blue, or lavender, are ideal for a more ethereal, magical eye makeup look, offering less structure and definition, particularly in the eye socket area. However, for everyday wear and most eye shapes, adding sculpting and definition enhances the makeup’s impact and lift. These lighter shades work best when applied over a matte base, which provides depth and structure behind the metallic, preventing the colours from appearing washed out and lacking in definition.

reflective nature doesn’t provide the solidity of a matte shade. Mattes are essential for defining and contouring the eye, while metallics are perfect for adding highlights and pops of light.

Metallic eyeshadows offer an exciting dimension to eye makeup, but understanding their best use is key to achieving the desired effect.

When Not to Use Metallics?

Metallic eyeshadow is primarily used on the mobile eyelid to add light and create a 3D effect. Its shimmery nature contrasts with matte shades used in the eye socket and lash line for definition. Metallics are often applied in the inner tear duct for reflection and sometimes at the brow’s peak for a lifted look.

Avoid metallics if there’s little to no visible mobile eyelid, as in heavy, puffy, or monolids. Here, matte shades in a smokey style work better, providing definition. For crepey or wrinkled lids, metallics may accentuate

these areas, so opt for matte finishes in various tones for a smoother appearance. Remember, moderation is key with metallics in makeup artistry. Happy experimenting! ■

By Michael Brown @mbrown_beauty www.michaelbrownbeauty.com.au

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CULTIVATING BEAUTY CONNECTIONS

Tailoring Australian Retail Experiences for Chinese Consumers in Australia

By Icy Butterfly

G’day beauty enthusiasts! As a Chinese-born living Down Under and calling Australia home, I’m excited to share my insights on fostering beauty retail experiences that resonate with three distinct segments of the vibrant Chinese community: Chinese outbound travellers, Chinese overseas students, and our local Australian Chinese immigrants. In the realm of beauty retail, understanding and embracing the diverse needs of these groups can truly elevate the shopping journey.

Icy Ling at a local Jazz event hosted by a few of her local Chinese friends.

Credit: Kaka Tang

WELCOMING CHINESE OUTBOUND TRAVELLERS:

Australia has long been a destination of choice for Chinese outbound travellers seeking natural beauty and unique experiences. To cater to this group, retailers should prioritise creating an environment that speaks to their wanderlust and discerning tastes.

You can certainly infuse your shopping environment with elements that evoke a sense of Chinese culture, especially during major festivals and celebrations. This helps travellers feel a connection to their roots. I love seeing brands collaborating with local artists to create limited-edition packaging that reflects Australian and Chinese fusion, providing a memorable and culturally rich souvenir.

In the past few years, I have noticed majority of retailers ensured stores are equipped to accept WeChat Pay and Alipay as they are the dominant mobile payment platforms. What I would suggest in addition to simplifying payment methods, is to provide free Wi-Fi, encouraging them to share their shopping experiences on Chinese social media platforms, acting as a valuable endorsement for your brand. And allowing them to research on those platforms, and being able to use electronic translators.

Everyone loves exclusive promotions, especially during peak travel seasons, providing incentives for tourists to purchase.

Understanding the time gap between launch timing is also important, some items are launched later in mainland China compared to Australia, which gives tourists priority to access them while travelling.

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CONNECTING WITH CHINESE OVERSEAS STUDENTS:

The presence of Chinese students in Australia contributes to the rich tapestry of our community. Retailers can create tailored experiences that resonate with their student lifestyle, building brand loyalty. Post-pandemic, there is a noticeable decrease in Chinese overseas

student numbers. But according to data released in 2023, China is the most significant source of international students to Australia, followed by India.

Why not introduce student discounts or loyalty programs that align with student budgets? This not only attracts student customers but also encourages repeat business. Also, create affordable product bundles designed for students, addressing their specific beauty and skincare needs.

Campus collaboration is another great idea. Why not forge partnerships with local universities to host beauty workshops, offering practical tips and solutions for common skincare concerns? Brands can also participate or sponsor in university events to increase brand visibility and engagement within the student community.

CELEBRATING LOCAL AUSTRALIAN CHINESE IMMIGRANTS:

Our local Chinese community plays an integral role in the multicultural fabric of Australia. Retailers can create a sense of belonging by understanding and celebrating the diversity within this group, as well as fostering a sense of connection and loyalty.

Recognising the varied preferences and beauty standards within the local Chinese community is very important. Offer a diverse range of products that cater to different tastes and needs.

“Everyone loves exclusive promotions, especially during peak travel seasons, providing incentives for tourists to purchase.”

Highlight products that align with traditional Chinese beauty standards while also embracing modern trends, ensuring inclusivity.

I also encourage brands to engage with local Chinese cultural events and festivals. Sponsoring or hosting events that celebrate the richness of Chinese culture can create a strong connection with the community.

Feature local Chinese influencers and customers in marketing campaigns, showcasing a genuine representation of the community.

In my opinion, the key to success in catering to these diverse Chinese consumer groups lies in adaptability and cultural sensitivity. We are expecting increases in airline numbers. A lot of travel restrictions have eased in the past half year between China and Australia. And geographically, Australia still has many advantages to attract foreigners. Let’s be well prepared. Here’s to cultivating beauty connections that transcend borders and cultures! ■

Icy Ling at a celebration with her local Chinese friends. Credit: Vicky Chen

Out & About

SERVING UP SUN SAFETY

The Australian Open 2024, highlighted by Bondi Sands as the Official Sunscreen Partner, was a showcase of sun safety and sports. Bondi Sands, under its new ownership by Kao Corporation, provided a significant presence at Melbourne Park from January 14 to 28, emphasising sun protection for attendees. They introduced their new Wet Skin SPF 50 Lotion, distributing 600,000 samples and selling it at an on-site Chemist Warehouse pop-up store. The event also featured misting stations and sunscreen sampling at various locations, including a special activation on Grand Slam Oval. The partnership’s success was celebrated at an exclusive lunch at QT Rooftop, attended by VIPs and influencers, reinforcing Bondi Sands’ commitment to sun safety in the sports arena. https://bondisands.com.au

Michelle Ruzzene covers the latest product launch events showcasing the best in retail beauty.

01. The new Wet Skin SPF 50 Lotion to its Sport SPF range.

02. From left: The Bondi Sands team including Social Media Content Intern Bella O’Connor, Global Influencer Manager Stephanie Hrysomallis, Global Social Media Manager Miranda Ho, General Manager (APAC) Kai Wong, Co-Founder and CEO Shaun Wilson, Head of Marketing (APAC) Megan Gunn, Marketing Coordinator (APAC) Isabella Murray and Senior Brand Manager (APAC) Daniel Allaoui.

03. Guests cool down at the AO activation.

04. Tennis player Priscilla Hon.

05. Even the macarons were on brand.

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NEW PROVOKE BLONDE REHAB RANGE SHOWCASED AT STATUS CO

Sydney’s Barangaroo district recently welcomed a new beauty and social destination, Status Co, co-founded by former Married At First Sight (MAFS) contestant, socialite, and entrepreneur Jules Robinson and event expert Renee Schembri of RSPM Creative.

This innovative venue combines a hair salon, bar, and event space, offering a unique blend of relaxation, beauty treatments, and social gatherings. By day, it serves as a tranquil beauty and event hub; by night, it transforms into an exclusive speakeasy-style bar.

Jules was on the tools at Status Co for the launch of Provoke Blonde Rehab, a new hair care line now

available in Australia through distributor Chemcorp International.

Launched in the 1970s, the renowned brand is celebrated for its original Touch of Silver range, the pioneering purple shampoo designed for blonde, platinum, white, and grey hair.

Guests were treated to a wash, treatment and blowdry with the range that is specially formulated with patented ProCutiGen bond, keratin, and hyaluronic acid and is designed to reverse hair damage from the first wash, resulting in stronger, glossier, and healthier hair.

The collection includes five products, each infused with this unique blend, offering comprehensive care for blonde hair.

The five-step system includes:

• Blonde Rehab Hair Perfector Treatment: A pre-shampoo treatment to rebuild and repair hair bonds.

• Blonde Rehab Strengthening Shampoo: A sulphate-free formula that cleanses and strengthens hair.

• Blonde Rehab Strengthening Conditioner: A conditioner that magnetically attracts to fine blonde hair for smooth, bouncy locks.

• Blonde Rehab Smooth & Defrizz Serum: A hydrating serum that locks in moisture and smooths frizz.

• Blonde Rehab Protect & Seal Lightweight

Oil: A finishing oil for shine and protection against humidity.

https://provokehaircare.com.au

01. The new Provoke Blonde Rehab range.

02. Jules

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04. Melanie Burnicle

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Images: Esteban La Tessa.

ELLE’S ELIXIR

Elle Macpherson, internationally renowned as ‘The Body’, recently launched The Evening Elixir, a new wellness product from her brand WelleCo, during her visit to Sydney and Melbourne in partnership with Chemist Warehouse.

Nearing her 60th birthday, Elle celebrated this milestone with the introduction of her latest creation, which symbolises her journey from a focus on external beauty to a more holistic view of health.

Speaking in Sydney at a lunch at Shellhouse, hosted by Melissa Doyle, she highlighted how her experiences with motherhood and overcoming health challenges like nutrient deficiencies and sleep issues led to the conception of WelleCo with the help of Dr Simone Laubscher PhD.

Elle said she aims for WelleCo to inspire a balanced approach to wellbeing, and emphasised physical, mental, emotional, and spiritual health.

https://welleco.com.au

01. CWH team image (L-R): Maddy Crane, Elle Macpherson, Alexandra Bateman, Daniel Kinder.

02. Elle Macpherson and Melissa Doyle on stage.

03. WelleCo team image (L-R): Leighton Richards, Emily Ball, Elle Macpherson, Serena Mezzadra, Ella Molnar, Claudia Dwyer.

04. Elle Macpherson with The Evening Elixir.

05. Pip Edwards.

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Images from the Sydney event.

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ARCH ACHIEVERS

Benefit Cosmetics, owned by LVMH and globally recognised as the number one brow brand, has expanded its acclaimed brow product lineup, Precisely My Brow. The beauty giant has added two new products to the range: the Precisely, My Brow Detailer and Precisely, My Brow Wax.

The new Precisely, My Brow Detailer features the market’s finest tip, for crafting microfine, detailed lines that enhance the natural hairstrokes. This detailing pencil comes in six shades, with a waterproof and smudge-proof formula.

Complementing this is the Precisely, My Brow Wax, a full-pigment sculpting wax. Available in 12 shades, this product comes with a unique dual-sided brush for messfree application. Its smudge-proof and sweatproof qualities make it a must-have for the Australian humidity.

To mark this launch, Benefit Cosmetics hosted a ‘back to school’ themed event dubbed Benefit High. The celebration featured a marching band, a nostalgic school bus ride and more school themed activities.

The latest offerings from Benefit Cosmetics are now available at Myer, Sephora, Adore Beauty, and The Iconic. www.benefitcosmetics.com

01. A marching band was part of the event.

02. Guests were transported on a bus.

03. National Brow and Beauty Authority Samantha Tonkin addresses the crowd.

04. Ellen Malone schools some guests.

05. General Manager Oceania Kevin Le Bourdonnec and Marketing Director Kelly Neve.

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LOVE IS IN THE AIR

Under the vision of Creative Director Stuart Vevers, New York fashion house Coach continues to uphold its tradition of fine craftsmanship and spirit of inclusivity. The brand recently launched Coach Love, a fragrance that captures the multifaceted nature of love. This new scent, a creation of renowned perfumer Antoine Maisondieu, represents a perfect harmony of wild strawberry, red velvet rose, and cedarwood. To mark the fragrance’s launch in Australia, Cosmax Prestige Brands, the official distributor of Coach fragrances, hosted an exclusive dining event at Armorica Grande Brasserie. This celebration, positioned between Valentine’s Day and Mardi Gras, featured the unique addition of fortune-telling with a tarot reader. Photos: Belinda Rolland. https://cosmaxprestige.com

01. Getting the perfect shot.

02. Cosmax PR Intern Celina Chin, Interparfums Brand Manager Sara Phanekham, Communications & Influencer Partnerships Manager Louisa Stillitano, Head of Communications & Digital Tessa Cavalot, Senior Marketing Manager Melissa Lyme and Communications & Influencer Partnerships Manager Josepha Vahtel.

03. Coach Love.

04. Basrah Ajeh smells the new fragrance.

05. Even the cocktails were on theme.

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SCENTS OF THE SEASON

Agence de Parfum held a series of press showings to unveil their Winter 2024 collection.

These sessions were held at the Libertine Parfumerie store, located on Oxford St in Paddington.

Ethan Archer, the Digital Marketing and Fragrance Specialist at Agence de Parfum, guided attendees through the highlights of the winter collection, detailing the inspiration, notes, and stories behind each scent.

Ethan pointed out some key launches from brands including Amouage, BDK Parfums, Carrière Frères, D’Orsay, Frapin, Hermetica, Juliette Has A Gun, Laboratorio Olfattivo, Mancera, Memo, Obvious, Ormonde Jayne, Santa Maria Novella, Trvdon, Roja, Xerjoff and more.

The event not only highlighted the upcoming products but also reinforced the brand’s position as a curator of sophisticated and high-quality scents.

https://agencedeparfum.com.au

01. Ethan Archer leading the sessions.

02. Chanel Cutelli prepares the tester strips, known as mouillettes de parfum.

03. Margaret Khoury, COO, Fragrances of the World.

04. Erica Moore, Head of Evaluation, Fragrances of the World, takes notes.

05. Retail Beauty’s Nicci Herrera samples a fragrance.

Fragrant Anniversary

Amouage is celebrating its 40th anniversary with two new Exceptional Extraits: Dia 40 Woman and Jubilation 40 Man. These scents mark significant milestones in Amouage’s history, reflecting its rich heritage and commitment to the art of perfumery. Dia 40 Woman, crafted by perfumer Alexandra Carlin, is a more intense version of the original Dia Woman from 2002. It features a floral aldehydic powdery fragrance, enhancing the base with darker, sumptuous hues to create a profound floral bouquet. Jubilation 40 Man, reimagined by its original creator Bertrand Duchaufour, heightens the original Jubilation XXV Man’s celebratory essence. This woody chypre scent combines blackberry and blackcurrant top notes with a heart of honeyed tobacco and frankincense, culminating in a rich base featuring patchouli, cistus, and opoponax. www. libertineparfumerie.com.au

Skin Victory

Premax, led by Randall Cooper, a Specialist Sports Physiotherapist, offers a revolutionary skincare line for both elite and everyday athletes. Initially exclusive

Pucker Up

to top athletes, Premax now extends its range to all active individuals. Their products, including Anti-Friction Balm, Sports Sunscreen, and Massage Cream, are designed to combat outdoor exercise challenges like blisters and sunburn. Nongreasy and breathable, these scientifically-backed products incorporate natural ingredients for optimal skin care. Endorsed by Olympic gold medallist Britt Cox and the official supplier for the Australian Cycling Team, Premax is dedicated to enhancing athletic performance and skin health for all levels of sports enthusiasts.

https://premax.co

Australis Cosmetics announces two exciting new additions to their product line: an extension of the Lip Glaze range and the introduction of Lip Blur. The Lip Glaze, a staple of Australia’s OG beauty brand Australis, now boasts four new shades, each designed to complement all skin tones. These new shades are Red Velvet (a warm red), Mocha Melt (a warm chocolate brown), Fairy Floss (a cool pink), and Dirty Chai (a light pinkish brown). Known for its nourishing qualities, the Lip Glaze is enriched with hyaluronic acid, peptides, and jojoba oil, ensuring both enhancement and care for the lips. Alongside this, Australis presents the Lip Blur, catering to those who favour a weightless, matte finish. This new product embodies a chic Parisian style and offers versatility, perfect for achieving either a natural, blurred effect or a more striking, defined look. www. australiscosmetics.com.au

Beauty Lap

Charlotte Tilbury has become the first female-founded and beauty brand to sponsor the F1 Academy, marking the brand’s debut in sports sponsorship. In collaboration with Susie Wolff, Managing Director of the F1 Academy, the partnership focuses on empowering women and increasing diversity in motorsports. The partnership mantra, ‘Make up Your Destiny,’ reflects this shared vision of female empowerment and is featured on the F1 Academy race car. The collaboration also includes Charlotte Tilbury-branded racing elements in signature colours and designs. www.charlottetilbury.com/au

Natio in Full Bloom

Natio, a leader in natural skincare, has partnered with the Melbourne International Flower and Garden Show, becoming an associate sponsor for 2024 and 2025. This partnership includes exclusive naming rights to the Natio Botanical Moments Floral Design Competition, aligning with Natio’s commitment to natural beauty. At the show, Natio will create a skincare sanctuary in the Melbourne Royal Exhibition Building, focusing on sun safety and SPF in skincare. Visitors can enjoy interactive sessions and explore Natio’s SPF-infused products. The event is set for March 20-25, 2024, at the Royal Exhibition Building and Carlton Gardens. www.natio.com.au

Swet’s Fresh Take

Swet has debuted with a groundbreaking product for the fitness-focused: a natural Dry Shampoo Powder designed specifically for those with active lifestyles. Emphasising their philosophy of excelling in a focused niche, Swet’s Dry Shampoo Powder stands out as a unique solution for managing sweat and oil in hair. Targeting individuals who balance fitness with daily life, this product marks Swet’s entry into the beauty industry with a commitment to quality and specialisation in hair care for the physically active. https://swetbeauty.com

Matte Revolution

Revlon has introduced its new ColorStay Limitless Matte Liquid Lipstick, offering up to 24 hours of wear with a no-transfer, matte finish. This 100 per cent vegan formula features triple hyaluronic acid and upcycled cranberry extract, catering to sensitive lips while providing protection and care. Its lightweight, non-tightening formula is enhanced with Adapti-Flex Technology. A patented lip-hugging applicator ensures smooth, precise application. The range includes 16 vibrant shades designed for all complexions, with undertones indicated on the packaging. www.revlonanz.com

Pomegranate Power

The Weleda Firming Face Care Collection is a skincare line designed to support the skin’s natural renewal process, utilising plant-powered ingredients for enhancing skin firmness and radiance. Key components include pomegranate seed oil, which is rich in antioxidants and punicic acid, to aid in skin regeneration, as well as Maca root peptides, which contribute to skin elasticity and renewal, improving radiance and luminosity. The collection comprises Firming Day Cream, Firming Night Cream, Firming Face Serum, Firming Eye Cream Firming Facial Oil. The Weleda Firming Face Care Collection offers a comprehensive approach to skincare with its focus on natural, plant-powered ingredients, aiming to improve skin firmness, radiance, and overall health. www.weleda.com.au

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