They say "the times they are a-changin’", and this may be none the more true than when it comes to consumers. Like fashion, music and art, the desires and expectations of the nation’s shoppers have evolved over time - especially when it comes to beauty.
So who today makes up the typical Australian consumer? Amidst an increasingly saturated market, it’s important for brands to understand just who constitutes this demographic to address them effectively. BD speaks to a handful of Australia’s leading beauty businesses for insight into the modern consumer nationwide:
Young at heart
Australia is renowned for being a youthful nation and it seems our consumers carry the trait. founder Richard Parker believes this is a result of the typical Aussie preference for outdoor activity and sun exposure. “[The Aussie consumer] is a lot younger than her counterparts in other parts of the world. Due to the harsh effects of the Australian sun, Australian women typically manifest signs of sun damage (fine lines, wrinkles, blotchy brown pigmentation) around age 25, compared to 35 in Asia, Europe and the US. Over the past 10 years we have seen the age of our clients get younger and younger.”
Awareness of sun damage from an early age not only encourages preventative measures in skincare from youth, but it also spearheads a nationwide understanding of the importance of sun safety and interest in products with SPF. Parker continues: “This astute group of women are very knowledgeable about their skin and the dangers of sun exposure.”
Socially responsible
There seems to be increasing social responsibility also emerging from the Aussie consumer towards the marketplace. founder Michelle Doherty summarises: “They support brands that are cruelty-free, and minimising impact on the environment.” First and foremost this relates to being eco-friendly, with a penchant for natural products increasingly clear within the Australian beauty market. As and brand manager Lucy Robinson explains: “From an A'kin and Al'chemy point of view, she is what we like to call Eco Chic.” For them this is the result of education about potentially dangerous ingredients - such as parabens. “She is becoming increasingly more knowledgeable and savvy about beauty products, especially natural, with a stronger focus on what she puts on her skin and into her body,” Robinson continues.
senior brand manager Christina Diamond agrees, noting the ignorant consumer no longer exists. “The modern Aussie consumer does their research. They tend to align their beauty routines with their personal beliefs placing a larger emphasis on shopping vegan and cruelty-free.” A movement towards pre-purchase research and education on the part of the consumer is acknowledged by the majority of Aussie brands. As ’s Chloe Simpson explains: “They do their research to ensure they make the best decision for them based on product reviews and word of mouth.” ’s creator Terri Vinson agrees, “[She] reads labels and researches ingredients.” For Alpha-H, this research is another byproduct of the digital age - a result in a rise of digital influencers and easy access to reviews. Doherty comments: “[The consumer is] becoming increasingly savvy, educating themselves about ingredients and products, which provide real results and offer sustainable skin solutions. They follow their favourite bloggers on social media whose opinions and reviews often influence their purchase decisions.”
Results-driven
Perhaps this increase in product research and education has influenced consumer expectations as well. As Claire Lind from states: “[The consumer] is highly educated and specific in their needs. They know what they will and will not compromise on.” Perhaps it is the result of an oversaturated market, and a myriad of millions of different products and price points at their disposal that has risen Australian consumer expectations for what they will receive in exchange for purchasing a product.
Fion So from describes the nation’s typical purchaser: “[They are] sophisticated and well-informed; they want to experience visible results across all beauty and personal care products.” It’s led the brand to put a strong focus on results when it comes to range expansion. “Delivering genuine results through product innovation is a core focus for our product development and this allows us to remain a relevant and authentic brand to the Aussie consumer.” As states, the consumer simply “wants affordable products that work”.
Innovation appreciation
Another result of the time-poor modern consumer is an interest in innovation when it comes to cosmetic invention. For this relates to a surge in popularity towards dual-purpose products. As Shelley Barrett, founder of the brand comments: “The modern Aussie consumer is a woman who is style-savvy yet time-poor, who wants to look and feel her absolute best whilst enjoying a busy lifestyle. All of our products are dual-purpose and [a] quick fix.” Innovation is a mentality hair care brand De Lorenzo is also well aware of, with a brand representative commenting: “We believe the modern Aussie consumer is looking for innovation in their products, from local brands with integrity.” They believe it is for this reason Aussie brands and the national marketplace are particularly renowned for “pushing boundaries”.
