To many, the undeniable presence of Korean skincare seems to have come out of nowhere, but in reality, its rise has been anything but random. In this episode, we explore how Korean skincare stands apart from Western products and the story behind its global takeover.

Discover the unique philosophies, innovative ingredients, and viral moments that propelled K-beauty to mainstream success. Plus, we break down the impact of social media trends like "glass skin" and why K-beauty’s affordability was a game-changer in the US market.

All that and more in today’s episode!

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Australia's beauty market flew under the radar until Jo Horgan changed everything by launching Mecca in 1997. By the time Sephora arrived in 2014 to claim its share, it was far too late. But how did Mecca build such a stronghold in the Australian market, why did Sephora take so long to set up shop? Plus, we deep dive into the latest TikTok fixation of which retailer offers more value. We take a look at the data to understand, objectively, which is truly more popular. That and so much more in today's episode!

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Otherwise, you can check out Barefaced on Instagram and everywhere else here.

Key Figures:

• Only 41.2% of Sephora’s US brands are available at Sephora in Australia.
• 45.6% of Sephora’s US brands are available at Mecca in Australia.
• 61% of Mecca’s brands are exclusives.
• 76.8% of beauty revenue in 2023 was generated offline (Statista). This is projected to decline by 4.9% by 2027.

Analysing 2,500 Reddit comments for each search term revealed:

• "Mecca Beauty loop" has a 61.2% positive sentiment and 16.1% negative sentiment
• "Sephora Beauty Insider" has a 56.7% positive sentiment and 23% negative sentiment
• "Sephora Australia Beauty Insider" has a 48.4% positive sentiment and 21.1% negative sentiment

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In the past decade, shifts in advertising laws have continuously reshaped the beauty business. What did the industry look like before #ad was enforced? How did brands dodge disclosure rules, and when did we stop trusting influencer beauty reviews? Despite its significance, influencer-related legislation rarely gets spoken about.

In 2024, authorities are finally catching up with the impact of influencers—great news for consumers, but a challenge for marketers. In this episode, we explore how brands are navigating today’s regulations, the missteps to avoid, and how to build consumer trust while maximizing reach.

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RESOURCES:

• University of Manouba, Youtube vlogger's popularity and influence: The roles of homophily, emotional attachment and expertise, https://www.sciencedirect.com/science/article/pii/S0969698919303911#:~:text=In%20turn%2C%20the%20vlogger's%20popularity,effect%20on%20the%20vlogger's%20popularity.
• ACCC, Subscribe to media releases, https://www.accc.gov.au/about-us/news/subscribe-to-media-releases-and-speeches
• Social Law Co, Social Media Lawyers, https://www.instagram.com/sociallawco/

Hosted on Acast. See acast.com/privacy for more information.