Super Premium Beauty and Personal Care in Australia

PROSPECTS

A focus on premium ingredients

Although the demand for super premium colour cosmetics is high, the growth of super premium skin care is expected to be highest in the forecast period. More and more consumers are trying to achieve the “no make-up” look.

Incorporating sustainable practices

The ingredients, packaging and core values of companies operating in super premium beauty and personal care are increasingly being scrutinised by stakeholders, especially customers. Cruelty-free make-up and skin care products are sought by Australians.

Premium packaging

Packaging matters when it comes to super premium beauty and personal care products. Packaging for super premium lipsticks, which have been the highest selling products within colour cosmetics, is becoming more important to customers, since it is the primary measure of differentiation from other products after the brand name.

COMPETITIVE LANDSCAPE

Innovation in marketing

Amongst millennials, the most effective marketing for super premium beauty and personal care is engagement in ongoing influencer activity. Tom Ford strategically captured customers by engaging social media influencers and using social media to communicate about its Lips & Boys collection of lipsticks.

Thinking outside of the box

Thinking outside of the box can help beauty brands with a high level of saturation boost their sales. Technology can be used to increase customer engagement.

A new target consumer group

Another way of thinking outside of the box to stand out in the market is to target men and produce products specifically for this consumer group, or to make products that are genderless. Men in Korea use make-up more than in any other country; thus, the expected influx of Korean visitors and immigrants to Australia is expected to increase the demand for such cosmetics in the near future.

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