Despite economic pressures, Australians continue to invest in beauty products, with the industry experiencing strong growth. Mecca, a leading beauty retailer, is expanding its presence while department stores are adapting to changing consumer preferences.
Step into any one of Mecca ’s more than 100 buzzing beauty stores across the country where curious shoppers are trialling products, getting a personalised regime consultation or picking up their Beauty Loop box, and you might wonder if we’re in a cost of living crisis at all.Customers are still coming through the doors because they feel better leaving than they did when they came in, she added. “Beauty has always been a platform to people to go, ‘this is who I am.
The pandemic also triggered a shift in the way we engaged with beauty. During that era of countless Zoom meetings, makeup spending dropped, but what climbed was a desire to understand skincare ingredients and their functions . “Millennials, heavily influenced by online reviews and social media trends, seek recommendations before making purchases. Gen Z, a generation defined by its focus on inclusivity and social responsibility, prioritises brands that champion diverse representation and sustainable practices.”Department stores – once a key touchpoint for customers – are refreshing the way they show off their wares.
“The beauty category is the most exciting, innovative, future thinking category. I don’t think there is more innovation that is happening in any other category, maybe tech,” said Mecca’s Tsaousis.Shoppers are navigating tougher economic conditions by trading down to more affordable brands, fanning the ‘dupe culture’ craze that has sent “luxe for less” cosmetics business MCoBeauty’s sales storming higher.
Resembling something between a makeup artist’s showroom and a tech conference, various branded “stalls” displayed hand-held devices helping serums absorb into skin and futuristic hair dryers alongside rows upon rows of foundation, handwash, lip glosses, fragrances and other bottles. Designer brands like Giorgio Armani Maison Margiela sat paces away from supermarket brands CeraVe, Thayers, and bold makeup line Nyx.
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