Beauty Industry: A Digital Marketing Perspective

Description

The beauty industry in Australia is shifting rapidly, and the market is ripe with opportunity for brands who can adapt. Skincare and cosmetics have seen the most growth, and competition has increased as international products flood the market. Luxury brands have fed much of this growth, as Aussies opt to spend more money on premium products. As the marketplace opens and diversifies, both beauty brands and retailers must juggle several market forces.

Beauty brands today must contend with their products being sold on a variety of retail sites, and fight to retain brand loyalty within that. Retailers, including department stores, chemists and beauty-specific e-commerce sites compete for their share of this growth. Amazon has entered the market, and although the initial launch was slow, its international scope has put both retailers and brands on edge.

This report helps marketers navigate these challenges, and turn them into opportunities. With examples from brands like Neutrogena and Lush, and retailers like Priceline and Amazon, we’ll explore how brands and retailers can track changes in digital behaviour to get ahead of trends and better establish their brand.