PRESENTED BY

Beauty
Report
2023
 Forward
Beauty Report
Letter 3

Now Australia's companies The Rise of

will smarten up their digital Personalisation
commerce investments.
T
he Australian fashion with 3D renders and shoppable giving retailers the ability to deliver
Transform your B2C or B2B operations into a and beauty industry have fashion ‘lookbooks’ that offer an highly relevant and personalised
comprehensive omnichannel and marketplace strategy. experienced a remarkable
transformation, driven
interactive 360-degree view that
enables shoppers to examine the
product recommendations through
AI-powered merchandising,
At the same time, fully optimize your IT investment by by digitalisation and the piece of clothing in closer detail. advanced algorithms, and
customizing our composable architecture to only what growing desire for personalised
experiences. Fashion is currently
Instead of sieving through an
endless assortment of products,
search capabilities, ensuring that
customers find precisely what
will meet your speci“c business needs. the most significant segment of one can now receive tailored they are looking for. Rather than
the digital commerce market product recommendations and displaying the same products
in Australia, predicted to customised skincare routines in the same order to different
reach US$10.9 billion by 2023, through personalised quizzes customers, the use of AI can help
according to ecommerceDB. and virtual consultations. And if elevate product discovery. For
Meanwhile, the beauty they like what they see, they can instance, when a shopper selects

80% 50%
ecommerce industry continues make an immediate purchase, all a particular garment or outfit, AI
to boom, with online shopping within a single platform. algorithms can be used to analyse
taking up 36.1% of all beauty These examples illustrate the its attributes, such as colour,
sales in 2021 as compared to a changes and trends witnessed pattern, or style, to share instant
low 22.5% in 2017, according to in a tech-enabled fashion suggestions of similar products.
Statista. Despite the reopening of and beauty retail landscape. Retailers looking to adapt
physical storefronts and an overall Customers are no longer satisfied their strategies and invest in
V natively meets, on V customers managed to global economic slowdown,
digital commerce in Australia is
with simply purchasing products,
as they seek meaningful
innovative digital capabilities must
demonstrate that technology is
average, 80% of the entire customize 50% of their still thriving, with a staggering interactions, exceptional service, not adopted for its own sake. It is
operational needs of large components using V 9.4 million households shopping and a seamless journey across critical that they strike a balance

companies. composable architecture. online in 2022, according to Tech

Business News. With the rise of
multiple touchpoints.
The retail industry is being
to show that as they create
and curate experiences, they
digital-savvy consumers, mobile revolutionised by groundbreaking are enhancing the customer
shopping is expected to dominate, technologies, such as artificial experience, not complicating

2,600+ 3,400
with mobile devices driving intelligence (AI) and augmented it. VTEX’s Order Management
around 60% of all online sales. reality (AR)/ virtual reality System (OMS), for instance,
According to a survey done (VR), that are reshaping the seamlessly integrates e-commerce,
in Australia by Advanis, 2 in 3 way businesses engage with marketplaces, and physical
Generation Z-ers say that they find customers. Across the world, AR/ stores, and enables a unified and
online shopping more enjoyable VR technologies have emerged frictionless shopping experience
than in-person shopping, and as a powerful tool, enabling across multiple channels.
B2C and B2a active online stores would want to keep buying almost customers to virtually try on Personalisation is the key

customers trust V across 38 countries everything online. As online

commerce continues to grow in
garments, providing immersive
and interactive virtual shopping
to delivering unique customer
journeys, fostering brand loyalty,
popularity, the competition among environments where customers and driving business growth in
retailers is expected to intensify, can explore products, interact ecommerce. However, with the
with those who can adapt quickly with brands, and make purchases rise of different technologies and
to changing trends and customer within a seamless digital tactics targeted at customers
needs coming out on top. As more ecosystem. The introduction of to create unique experiences,
customers incorporate online Apple’s new Vision Pro headset, for retailers should be careful not to
shopping into their daily routines, example, has opened new avenues inundate customers with complex
retailers will be expected to employ for retailers to reimagine retail technologies that will overwhelm
new and innovative technologies experiences that will bring the and complicate the user journey.
to deliver even more unique and wow factor to digital storefronts, By focusing on a personalised
Join Carrefour, Colgate, personalised experiences to
capture customer attention.
bridging the gap between offline
and online shopping.
yet seamless experience
across platforms, whether it
Motorola, Sony, Stanley Imagine being in an online Meanwhile, AI is anticipated to is a website, mobile app, or
Black & Decker, and migrate store, searching for the perfect revolutionise retail engagement physical store, retailers can

to V Composable and Prakash Gurumoorthy,

General Manager,
outfit for an upcoming event.
Instead of perusing through static
by analysing data to identify
customers’ emotions, reactions,
create an unforgettable shopping
experience that empowers and
Complete platform. visit vtex.com EMEA & APAC, VTEX product images, one is greeted wants and needs. Today, VTEX is delights customers.. ●
4 Beauty Report Beauty Report 5

T he post-pandemic recovery
of beauty and personal care
in 2022 saw a deceleration,
tempered by high inflation,
rising unit prices and overall
economic uncertainties, which
continued to impact the daily
lives of consumers in Australia.
At an aggregated level, beauty
and personal care sales
declined slightly, by less than
1% in 2022 (constant prices)
but increased by mid-single-
digits in current terms.
Deceleration was particularly
evident in key beauty categories
such as skin care and hair
care, which were standouts
the previous year. Declines in
premium and mass skin care
prices in 2022 were contributed
to this deceleration despite
the well-received messaging
of wellness, skin health and
self-care. Consumption of
skin care was also influenced
by consumers continuing to
return to pre-pandemic lifestyle
routines; this translated in
less time for extensive beauty
routines observed during
lockdowns. ‘Back to normal’ also
meant the rebound of colour
cosmetics, with many products
offering added skin care benefits,
which was reflected in the more
limited growth of skin care
during the year.
The repositioning of
Source: Euromonitor International
fragrances as a self-care item
has helped the category to

Eye on data
become less elastic since the discretionary purchases. They’ll that premium products are
pandemic and sustained its try to reasonably indulge or still in demand, with 29% of
volumes amid rising unit find small, affordable luxuries respondents in Australian saying
prices. Prestige fragrance has that bring them joy – the return they would rather buy fewer, but
also been a driver of growth of the ‘lipstick effect’. Despite higher quality things. Brand is
with consumers indulging in consumer’s enthusiasm for also an important consideration,
more premium brands with low cost and greater value, with 18% of respondents in
EUROMONITOR RESEARCH MANAGER JULIA ILERIA
stronger concentrations. many Australian shoppers Australia saying they regularly
CRUNCHES THE NUMBERS ON BEAUTY. Australians remain cautious still consider a number of seek strong/well-known brands.
with their spending, given other factors when faced with Using Euromonitor’s
the pressure on disposable purchase decisions. In fact, consumer trends analysis
incomes - but at the same time Euromonitor’s 2023 Consumer (Top Ten Consumer Trends
they are more intentional with Lifestyles survey, found for 2023) we can better frame
6 Beauty Report Beauty Report 7

how spending habits have

manifested in Beauty and
relaunched its private label
Kit, whilst hypermarket Kmart
David Jones, Jurlique, Olay,
and Schwarzkopf are also
Companies should prepare for a
personal care during the year by relaunched its house brand Oxx partnering with TerraCycle surge in out-of-home consumption.
highlighting these three trends: Cosmetics and its own skin care for a recycling scheme. Other
range. initiatives include online Businesses need to bring the fun,
1.BUDGETEERS beauty retailer Adore Beauty
As beauty and health 2.ECO ECONOMIC implementing new packaging reengage consumers and help
products become more
expensive due to high rates
Concerns about the impact
of climate change and the
and recycling initiatives,
whilst Kiehl’s partnered with
them attain a sense of normalcy.
of inflation, consumers importance of sustainable Bush Heritage as part of the
are forced to make more purchasing are influencing company’s Future Made Better
selective decisions when Australian consumers’ sustainability commitment.
it comes to the products choices, with many voicing Through this partnership the
they buy. their strongly held views via company has committed to added experience, with many touchpoints for consumer
According to Euromonitor’s conscious consumerism. donate to raise awareness for using immersive and multi- engagement in Australia, with a
2023 Consumer Lifestyles The results of our survey of Bush Heritage and support sensory experiences to better plethora of home-grown brands
survey, 19% of respondents in Australian consumers indicates the protection, restoration and engage with consumers through continuing to emerge in this
Australia said they intended to that 48% feel they can make a regeneration of local land. different channels. Some key space.
increase their overall spending difference through their choices developments during the year Australian brands tend to be
over the next 12 months, with and actions. Looking ahead, 3.REVIVED ROUTINES include The Ordinary opening built using natural and plant-
42% hoping to save more. The 41% of respondents, including Consumers are settling its first physical store in based formulations, with most
result has been a polarisation 43% of Gen Z, say they believe into new schedules and Australia, La Prairie opening frequently highlighting their use claims and and with
of spending across product that climate change will affect navigating a return to its first airport beauty lounge in of native Australian ingredients certifications. consumers
categories. Private label their lives even more in future reality. They are eager Australia and Grown Alchemist as a unique selling point. As For businesses, any trading down;
products are emerging as a than it does now. Companies to get on with their lives opening a standalone store at consumers continue to show type of enforcement action by however, a shift towards private
significant alternative to balance are responding with initiatives despite uncertainties Sydney Airport. support towards local brands, the consumer watchdog is likely label, multipurpose/benefits, and
consumer needs of efficacy to innovate in packaging, ahead. Companies should and major beauty players see to results in additional efforts to propositions around the masstige
and affordability. Private label formulation, certifications and prepare for a surge in WHAT IS NEXT the erosion of their value share, improve transparency in their beauty segment could offer
products have been taking investing in recycling schemes. out-of-home consumption. FOR BEAUTY AND we can expect more future process and communication, business opportunities.
several initiatives to attract For example, department Businesses need to PERSONAL CARE? acquisitions from multinationals. demonstrating their In terms of Revived Routines,
consumers by expanding ranges store Myer partnered with bring the fun, reengage During 2022, acquisitions of The eco economic consumer certifications and/or claims are brands have a chance to create
offering affordable products. Close the Loop in 2022 to trial consumers and help them local brands including Grown trend is expected to continue accurate and remain meaningful long-lasting relationships with
For example, online beauty a cosmetics packaging recycling attain a sense of normalcy. Alchemist by L’Occitane in to influence the beauty and for consumers. customers looking to rediscover
retailer Adore Beauty launched programme. The initiative, Consumers appreciate March 2022, Aesop by L’Oréal personal care industry in the next Trends like Budgeteers and the world. A goal for businesses
Viviology and AB Lab in 2022, funded by a federal government innovation and look for new in the first quarter of 2023 five years. Recent initiatives by Revived Routines are also should be to encourage and
with the company aiming to grant, aims to establish the experiences. Similar to 2021, and indie brand ZitSticka by the Australian Competition and expected to continue. Consumers support consumers yearning
derive 10% of its revenue from viability of a national beauty revived routines have translated US online retailer Heyday in Consumer Commission (ACCC) in Australia remain cautious for real-life experiences and
private label in 2027. Similarly, recycling scheme. Similarly, into businesses continuing to November 2022, highlights the to evaluate and manage the about their spending and will normalised activities. In
beauty specialist retailer Mecca companies such as Mecca, invest in providing a value- relevance of Australia’s beauty widespread use of environmental continue to save in preparation Australia, beauty retailers have
credentials and innovative and sustainability claims in for the unknown, even in a more already set a high standard of
retailing concepts. Natural, advertising and marketing, could optimistic economic scenario. immersive stores by adding
organic, sustainable and ethical potentially impact consumer’s Businesses feel threatened in the services and/or partnering
continue to be important trust in sustainability and ethical current economic environment with service providers to
enhance overall in-store
experience, whilst featuring
product lines. In this sense,
experiential retail offers
opportunities to reinvigorate
brand engagements, adventure
and enthusiasm, and this can
be achieved through further
investments in experiential
store formats, pop-up, modular
stores and or collaborations and
strategic alliances. ●

To access the full Euromonitor’s

“Top 10 Global Consumer Trends
2023” report here
8 Beauty Report Beauty Report 9

The ‘Lipstick Effect’

KMART AUSTRALIA HAS IDENTIFIED TWO KEY TRENDS IN THE
BEAUTY SHOPPING CATEGORY, AS ECONOMIC HEADWINDS
AND SOCIAL MEDIA DRIVE CHANGES IN DEMAND.

B eauty is a $30 billion market

in Australia, according to
Kmart Group managing
director Ian Bailey.
Of that revenue pie, the
discount department store
currently attributes 7% market
coined by Estée Lauder
chairman Leonard Lauder
during the 2000 recession in
the United States, it signals a
move to items such as lipstick
over costlier luxury items.
“There is no doubt the
skincare regimes into easier-to-
manage ones.
Farrell says that the
skinimalism trend has yet to
wane since 2021 and is coming
to a head post-pandemic with
Kmart customers spending more
share in beauty, active and rising cost of living has time on self-care and investing
general merchandise. impacted so many families in wellness.
“Beauty is a category where and individuals across the “In line with this emerging
we see a strong consumer country,” Farrell says. “The trend, we have recently launched
demand for value, especially much-talked-about ‘lipstick a range of skincare solutions
amongst younger customers,” effect’ is holding true where that are manufactured here in
Bailey says. “From a customer people continue to invest Australia,” Farrell says. “Our
perspective, Gen Z is a growing in small beauty treats even range is built with essentials and
demographic, which provides during financial pressures. the response from our customers
opportunities to develop further “At Kmart, we are well has been phenomenal.”
range adjacencies.” positioned to navigate this as we She adds that the performance
of Kmart’s skincare category has
well-exceeded expectations over
the past 12 months.
The acceleration of our own beauty “The only constant in beauty
is change and our teams are
brand OXX is still in its infancy and the always working hard to embrace
the ever-evolving beauty
traction to date has been exceptional. landscape to ensure we stay 16 shades,” Farrell continues. community is more valuable to with some of our products and the emphasis on scalp care
on the front foot to continually “Our glow foundation has been businesses now than it has ever going viral online.” doesn't stop at traditional hair-
surprise and delight our the hero - this is a beautiful been before, offering expert Looking ahead, Farrell care products such as shampoo
customers,” Farrell says. lightweight formulation for a recommendations and reviews says the ‘skinification’ of hair and conditioner.
For Kmart business manager drive innovation and make our “The acceleration of our own natural finish and our customers enabling our customers to will continue to advance and “As well as the additions
Nicola Farrell, there are two key ranges affordable and accessible beauty brand OXX is still in its have been loving it.” have better understanding of a become mainstream. of scalp exfoliators and scalp
trends currently driving sales in in ensuring our customers don’t infancy and the traction to date Farrell says that Kmart’s product's function before they “Hair is coming to the serums to our hair care routine,
the category. have to compromise on looking has been exceptional - there is so infiltration across the Australian purchase,” Farrell says. forefront for beauty users as customers are seeing added
The first is called the and feeling good for less.” much more to come. landscape - including more than “This step change inevitably the importance of scalp and benefits through tools such
‘Lipstick Effect’, a trend The second trend is what “As part of our own brand 300 stores, online and its recently supports the acceleration of hair health is more prevalent as scalp massagers, Gua Shas
driving consumers to opt for beauty experts on Pinterest cosmetics range, we have launched app - is driving sales beauty online. The impact than ever,” she says. “Purchases and dermal rollers as they are
lesser-priced items during called ‘Skinimalism’. It aims to recently launched a range of across all categories. of social media and Tik Tok in the hair care space are integrating these rituals into
recessionary times. Initially simplify exceedingly confusing foundations with a range of “In saying that, the social trends has taken us by surprise becoming more considered their personal care routine.” ●
10 Beauty Report Beauty Report 11

B eauty is one of our top-

performing and fastest-
growing online categories,”
Mosaic Brands CDO Amy
Hoare says. “We have over
50,000 products within the
category available and are
cost of living pressures continue,
consumer spending as a whole
may tighten further.”
According to Hoare, only
a very small range of beauty
products are available in-store,
making its digital arm a key
consumer demands post-COVID.
Mosaic has invested in a new
distribution centre to tackle
rising online sales and continued
to close stores with unrealistic
rental expectations.
From these initiatives, the
continuing to grow. channel for the category. group reported a 195% increase
“We have new additions to Mosaic’s largest subsidiary in earnings for the first half of
our sites almost every week, EziBuy attracted the largest FY23, with consumers aged 50+
especially in the hair, skincare, amount of site visitors in FY22, driving post-pandemic growth.
and fragrances categories.” at 21.3 million, with an email Its total sales increased by
Including its recently database of over 2 million and 2.7 23% to $267 million for the first
acquired EziBuy, some of million members. half to January 1, with a 12% lift
Mosaic Brands’ subsidiaries Its second-largest subsidiary to in comparable store sales and a
also sell beauty products, offer beauty products is Millers, 0.3% growth in online.
including Millers, Katies, Noni with 11.1 million visitors in FY22, Evans claims the strength of
B, Rockmans and its pureplay 1.9 million in its email database, its core customer base drove
online brand Beme. and 5 million members. the result.
Hoare adds that hair tools Online now contributes around “Although the over 50s largely
and accessories (eg. hair 36% to overall group revenue, missed out on JobKeeper
removers, trimmers, shavers) according to its FY22 report. and other subsidies from
are the best-performing Hoare says its online the Government during the
categories right now, with department store strategy has pandemic, they have accumulated
continued growth in skincare. allowed the group to now offer significant savings on hand of up
“We feel skincare will further over 8 million SKUs spanning to $200 billion,” Evans says.
accelerate as consumers continue 60 categories. This is up 229% “They are amongst the most
to shift their perception and focus against the first half of FY22. resilient in the face of interest
on self-care and anti-aging. According to CEO Scott Evans, rate rises with relatively lower
“With the increase in sales Mosaic Brands’ online sales grew exposure to mortgage pain and,

The beauty of online

across hair and beauty tools in to $223 million in FY22, up from in Australia, they are emerging
particular, we believe this trend $151 million in FY20. as one of the most powerful
is a result of consumers now “This growth not only consumer segments in retail.”
venturing out of the house given highlights that older consumers This perhaps explains why
no more COVID lockdowns. are shifting to online but also that skincare is being pinpointed
“In addition, given the rising the Group is strongly positioned for growth online, as Mosaic’s
MOSAIC BRANDS CHIEF DIGITAL OFFICER AMY HOARE REVEALS inflation and cost of living to serve an emerging cohort aging consumer base strives for
HOW ITS ONLINE BEAUTY SECTOR HAS CHANGED POST-COVID. pressures, some consumers may of customers for whom online youthful looks.
be sticking to being an ‘at-home’ shopping is becoming second Hoare says Mosaic will
beautician or hairdresser rather nature,” Evans says. continue to expand the beauty
than visiting the salon. He says the company has category online, noting it
“The challenges are not unique already implemented a ‘Big complements its fashion apparel
to the beauty space, however, as Strategy’ to adjust to changing and footwear offering. ●
12 Beauty Report Beauty Report 13

Best foot forward

DISCOVER HOW MYER IS CAPITALISING ON BEAUTY
SALES AS CONSUMER FOOTFALL RETURNS TO STORES.

L ast month, Myer added

a Maison Christian Dior
counter at its Sydney flagship
store to offer the luxury
brand’s latest fragrance and
candle collections.
The move is part of a broader
products – for customers
“wanting to engage with scents,
colours and textures”.
The trend is in-line with a
broader increase in bricks-and-
mortar footfall, as Myer in-store
sales continued their trajectory
Myer-exclusives and Australian
firsts - ‘Pacollection’ fragrances
and Air Parfum.”
Skincare innovations and
beauty services are also creating
an increase in bricks-and-
mortar traffic, led by demand for
national rollout, with the to hit 16.1% growth in the eight personalisation. These include
department store refurbishing weeks post-Christmas period services such as the Lancome
its Perth Beauty Hall counters in FY23. ‘skin screen’ analysis, providing
to showcase new products from Talbot says nationally, skin diagnostic with eight
Chanel, Estee Lauder, Lancôme, fragrances in particular are specific filters.
Clinique, M.A.C, Clarins and a “booming” category, with “We see the increased
Benefit in FY22. Myer Melbourne consumers shopping for both demand for personalised
also opened global-first counters luxury and niche scents. Gucci skincare solutions growing
for Estee Lauder, M.A.C, Bobbi Beauty launched in Paramatta as customers become more
Brown and Hermès in the same and Perth last year, alongside educated and knowledgeable
trading period. Libterine Parfumerie to about their skin requirements
Highpoint, Perth and Adelaide. and the benefits of certain
“Women’s fragrances, men’s products,” Talbot says.
fragrance and grooming While Talbot also notes an
Women’s fragrances, men’s continued to dominate the emergence of the wellness and
beauty category with the edibles category, they “remain
fragrance and grooming rise of the niche fragrance a smaller part of the business
sector continuing to grow as but an exciting new category to
continued to dominate the customers look for unique develop.” Brands in the category

beauty category with the rise fragrance blends and boutique

brands,” Talbot explains.
include Vida Glow, WelleCo and
Kissed Earth.
of the niche fragrance sector. “Fragrances have been a stand-
out category with our customers
Myer operates 58 department
stores across Australia as well
who have loved the luxury brands as its online business myer.
led by Chanel and Dior as well com.au, where it launched
According to Myer general as new experiences of niche SkinCeuticals this year.
manager across womenswear, fragrance brands. Myer is expected to continue
beauty, intimates and “We also have a new refurbishing its fleet of stores
accessories Annabel Talbot, interactive fragrance discovery in FY23, with sites including
stores are the dominant channel experience with the ‘World of Chermside, Tea Tree Plaza,
when it comes to beauty Paco Rabanne’ including two Marion and Ballarat. ●
14 Beauty Report Beauty Report 15

SSOPHIE, WHAT ARE THE BEST-

PERFORMING CATEGORIES
IN BEAUTY AT THE ICONIC
RIGHT NOW?
Sophie: We’re seeing huge
growth in the wellness and
skincare categories this year. Our
with customers seeing the value
of investing in styling tools to do
their own hair at home. We have
also seen huge growth in the
wellness space with customers
investing more in ingestible
beauty and sexual wellness- two
hour delivery option and
launching more virtual try-on
tools, such as our on-app tool
that allows you to virtually try
lipstick shades via your phone.

SOPHIE, I’M CURIOUS TO KNOW

ability to tap into The Iconic’s categories that gained traction IF THERE IS A CORRELATION
strong sports consumer has through the pandemic and have BETWEEN SEASONS AND
accelerated our wellness category continued to grow exponentially. BEAUTY, MUCH LIKE WE SEE
as we’ve become a one-stop Basket size is increasing, with IN FASHION. WHAT DO YOU
shop for everything you need to 50% of our beauty sales coming THINK?
complement an active lifestyle. via the app making it our most Sophie: Seasonal changes affect
We also have to credit the engaged channel within beauty. our skin in many different ways.
success of our first beauty box in Products that worked for your
building consumer confidence in ARE THERE ANY CHALLENGES skin in summer may not have
our beauty categories. The beauty AHEAD FOR THE BEAUTY SPACE the same effect when the colder
box gave shoppers a chance to AT THE ICONIC? seasons hit. So, just like stocking
try a curated collection of our Kate: Beauty is widely up on a few cozy knits for your
favourite beauty products, which considered pandemic and winter wardrobe, you’ll also
helped in building our credibility recession proof -with many want to invest in rich creams
as a go-to destination for beauty. believing consumers tend not and beauty products that focus
to compromise on their beauty on hydration.
AND WHAT CATEGORIES DO and wellness routines despite This is where Editon, our
YOU PREDICT WILL TREND IN financial pressures. That online editorial guide, can be
THE FUTURE? said, it is inevitable that some your great source for advice.
Sophie: With the addition customers may look to transition Edition cuts through the
of heavy-weight brands like to more affordable options for confusion when it comes to
Christophe Robin, Larry King some products i.e. haircare, establishing a personalised
Haircare and Olaplex, I predict moisturisers and make-up, beauty routine. It enables our
that haircare will be our next or look to purchase multi-use consumer to shop curated beauty
top-performing area in our products as a way of reducing edits based on skin type, seasonal
beauty category. their investment in beauty. concerns and even the latest
During cost of living crises, we beauty trends from TikTok.
KATE, WE’VE HEARD SO MUCH know customers are more mindful
ABOUT CONSUMER BEHAVIOUR of spending and less inclined to KATE, AS A FINAL QUESTION,
CHANGES IN THE FASHION try a new product. Therefore, WHAT PLANS DOES THE
WORLD POST-PANDEMIC. providing customers with the ICONIC HAVE FOR ITS BEAUTY
WHAT ARE YOU SEEING IN THE relevant content and guidance CATEGORY IN THE FUTURE?
BEAUTY SPACE AT THE ICONIC? when they’re looking to try a In exciting news, we’ll be
Kate: The pandemic accelerated new product is key in providing launching the second iteration
the number of consumers assurance and peace of mind. of the beauty box next month.
purchasing beauty products Our dedicated Beauty section in We’ll continue to look at how
online, with more people our editorial platform, Edition, is we can launch more multi-
investing in higher-point skincare, a great way for us to educate and branded, curated beauty boxes

Going to market
particularly cosmeceuticals. provide tips to our customers. to make beauty simple and
However, rather than slowing As more Australians become digestible for all, particularly
down once lockdowns lifted, comfortable shopping online, those who do not consider
the category has continued to it is important we continue themselves beauty experts.
experience sustained growth to innovate and invest in a Additionally, we’ll continue
suggesting consumers are still customer experience that to promote cross-category
THE ICONIC’S BEAUTY EDITOR SOPHIE HOWE AND SENIOR BUYER IN willing to invest in quality can mirror the benefits placement and include our
BEAUTY KATE SAUNDERS REVEAL HOW THE ONLINE MARKETPLACE IS skincare online, with makeup and of an in-store experience beauty products within fashion
fragrance categories also growing alongside the convenience campaigns. We’ll also look
FAIRING IN BEAUTY IN THIS ROUNDTABLE CHAT WITH RAGTRADER.
in popularity. of shopping online. This at creating more app-centric
Similarly, hair brands like again means leaning into incentives and initiatives - this is
ghd, Dyson and Mermade Hair more supplementary content, our superpower in the space and
continue to perform strongly continuing to drive our three- a priority in driving growth. ●
16 Beauty Report Beauty Report 17

Top Clicks TOP RETAILERS

BY WEBSITE TRAFFIC
SEMRUSH PROVIDES THE LATEST % GROWTH YOY
ONLINE RANKING DATA FOR (MAY 2022 - MAY 2023)
AUSTRALIAN FASHIONS BRANDS
1. YOULOOKFAB.COM
AND TRENDS. (+10,630.5%)
2. REEBOK.COM.AU
(+752.7%)
3. CITYCHIC.COM.AU
(+361.5%)
4. THEFABRICSTOREONLINE.COM
(+323.3%)
5. LONGTALLSALLY.COM
TOP RETAILERS (+176.1%)
BY WEBSITE TRAFFIC
AVERAGE MONTHLY VISITS
(MAY 2022 - MAY 2023)
1. AMAZON.COM (19M)
2. CHEMISTWAREHOUSE.COM.AU (9.7M)
3. MYER.COM.AU (8.1M)
4. THEICONIC.COM.AU (4.7M) FASHION TRENDS
5. DAVIDJONES.COM (3.1M) BY SEARCH VOLUME
% GROWTH YOY
(APRIL 2022 - APRIL 2023)
1. BIG RED BOOTS (+17,900%)
2. GUCCI MEN’S LOAFERS (+7,100%)
3. BLACK DENIM MAXI SKIRT (+4,300%)
4. CHUNKY LOAFERS WOMEN (+3,150%) TRENDING BEAUTY
5. LEATHER MAXI SKIRTS (+3,100%) ITEMS BY SEARCH VOLUME
% GROWTH YOY
*Based on the top general fashion keywords
(APRIL 2022 - APRIL 2023)
maxi skirt, sweater, sunglasses,
loafers, boots, etc.) 1. ACRYLIC NAILS (+24,650%)
2. MASCARA SENSITIVE EYES (+9,900%)
3. HAIR EXTENSION CLIP (+5,700%)
4. PHEROMONES PERFUME (+4,788%)
5. FIRMING FOUNDATION (+3,800%)
*Based on the top general beauty keywords
sunscreen, perfume, acrylic nails, hairdryer,
hair extensions, etc.)
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Available in-store
$ 24.99

Available in-store
$ C9.99
Customer
Cestomer Delivery
1
Jessica W. Smith Address
12 E 49th S¦
St Available in-store
New York, NY $ C4.99
(208) 999 9999 1 1
1001
[email protected]
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Jessica W. Smith
Available in-store
NEW arrivALS $ 24.99

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