UK beauty and skincare sector research and insights, part of what informed the brand repositioning of, and creative content for an independent women's beauty brand and the NPD of a new men's line.

1. creative.union
KARL AUSSIA INSIGHT. STRATEGY. COMMUNICATIONS.
karl@aussia.com +44 (0) 7712 191 902
UK BEAUTY SECTOR
RESEARCH 2017

2. Connecting
people, places
& ideas
I’m a brand strategist and qualitative research
specialist who crafts culturally attuned and
emotionally impactful brand platforms with the
power to catalyse behaviour change and drive
business growth.
Integrated by approach, I’ve broad experience of
working across multiple channels for world-
leading agencies, brands, creative industry and
cultural organisations.
Beyond brand proposition, positioning and
narratives, I help galvanise loyal fandom by
helping to define brand purpose - clarifying what
companies and audiences care about, how they
can jointly make impact in the world, and how to
make this compelling across touchpoints. I believe
the most powerfully effective ideas are founded
on the seamless application of insight-lead
strategy wed to outstanding creative content.
ABOUT KARL AUSSIA
PHOTO Ian Dooley for Unsplash

3. INSIGHT RESEARCH
Customer
Audience definition incl
buyers, users consumers,
influencers), needs analysis,
experience etc.
Competitor
& category
Brand competitors and
category trends and issues,
cross category erosion,
activations, mind share, etc.
Context
Wider influencing factors
including socio-cultural, political
and economic, also macro/ micro
trends.
Company
Internal views: business profile,
operational capabilities,
ambitions, issues,
opportunities etc.
Informs
hypothesis
and areas of
strategic
decision
making.
3

4. 4
Market,
competitors
& category

5. UK cosmetics manufacturing including skincare is
forecast to reach a value of £2.32b worldwide by
2019.
Branded products account for approx 90% of the
market across all categories. In 2016, Lancôme,
Garnier, L'Oréal Men Expert, Kiehl's or Vichy from
L’Oréal group, dominate the UK skin care with
L’Oréal maintaining lead with a 13% value share.
Increasingly sophisticated customer
understanding, tastes and desire for ethical
consumption means that while technological
advances remain a driving force, also eco-ethical,
natural, organic, multi-functional and ‘British
made’ products - seen as quality and style - are all
growing trends.
MARKET LANDSCAPE
SOURCES: Euromonitor. Skincare in the UK. May 2016
Think with Google. Beauty Trends 2017. 2017
Inside Online. The Beauty Market Digital Insights Report .2016
Cosmetics Business. UK skin and body care market analysis. June 2015

6. MARKET REPORTS SIGNAL GROWTH
6
In Great Britain, the value of the market rose year on year (2015-216) 0.1% to £9.38 billion whilst the actual
number of packs purchased dropped 1.2% to 2.6 billion.
Kantar report that that while shoppers sought out bargains, they didn’t buy more volume but used money
wisely, shopping around between stores and the internet. Also, that while toiletries, haircare and skincare
started to reduce recent share shrinkage caused by deflation, the outlook is for growth, which is already
occurring in men’s facial care.
SOURCES: CTPA, Kantar Worldpanel and IRI Worldwide. Cosmetic Industry in Figures. CPTA Annual Report. 2016

7. Skin care is the largest UK beauty
category. K beauty, prevention of skin
problems and male grooming are all
major growth driver.
The Korean beauty trend is moving from
fad to fixture as Chinese beauty takes
hold in western markets.
Growing awareness of external factors,
such as stress and pollution, and sensitivity
to artificial substances such as parabens
are leading consumer to focus on a
holistic approach to prevention and
maintaining healthy skin - most notably
face masks, cleansers and moisturisers.
Consumer now seek natural products free
from artificial additives that are kind to
both the skin and the environment and
society.
CATEGORY TRENDS
7
SOURCES: Euromonitor. Beauty and Personal Care in the UK. May 2016
Beauty of Fashion. K-Beauty: From Fad to Fixture. April 2017
Natural men
Brands, such as Bull Dog,
Aesop and Nu Skin are rapidly
gaining consumers targeting
men who are looking for
natural ingredients attuned to
grooming and lifestyle trends
K Beauty
The Korean beauty boom shows
no signs of waning and is
transcending its cult of cute by
continuing to ride wave after
wave of innovation

8. TRENDS: SKINCARE CATEGORY
8
Wear what you eat
Plant/ vegetable based
ingredients as the ultimate in
natural skincare and as an
outward rejection of
petrochemicals for the eco
conscious. Deliciously Ella,
known health food has
collaborated with Neal’s Yard
Remedies and Kheil's now
widely use nature based
products and styling to
captivate unisex appeal.
Uber-Beauty
New US beauty apps and
concierge services such as
Glamsquad, Priv, Vênsette
and Soothe, and Blow,
Prettly, Uspaah and Ruuby in
the UK, challenge salon
models by delivering
everything from pedicures
to bikini waxes to your home.
Transformative textures
As consumer increasingly,
enjoy skincare that surprises
the senses, products are
emerging that change colour,
texture or sensation as you use
them n such as Peter Thomas
Roth’s Brightening Bubbling
Mask and Sunday Riley’s
Martian Mattifying Melting
Water-Gel Toner.
Probiotic skincare
Counter anti-bacterials,
research that suggests that
bacterias like lactobacillus and
bifidobacterium are beneficial
to the skin and conditions
such as eczema and acne, is
fuelling the new probiotic-
based skincare ranges.
SOURCES: FT. The beauty industry gets the Uber treatment. Feb 2017
Live Science. Probiotics Hold Promise for 4 Skin Conditions. June 2014
The Guardian. How probiotics are fuelling a toxin-free skincare revolution. Oct 2016

9. Bulldog was launched in 2005 after
founder Simon Duffy identified there
were no straightforward or natural
skincare products specifically for men.
Prior to Bulldog, most male skincare
ranges where sub-labels of female brands,
such as Nivea or L’Oréal or elated directly
to shaving. So, Bulldog was ‘purpose-built’
for men, using ‘natural ingredients that
really work.’
By 2015 it had become the UK’s third-
largest national skincare brand for men
also available in a 13 countries, including
the USA, Germany, Australia, Sweden,
Norway, Austria, South Korea, Thailand,
Ireland and Spain.
MEN’S STUDY: BULLDOG
9
SOURCES: Raconteur. Beauty is big business for Britain. Sept 2015
Bulldog website. About Us. July 2017
Bulldog: Man’s best friend
Since 2005, award winning,
‘Straightforward skincare’ for
men.
A ‘British made’, Boy’s Own
type identity on products
‘purpose built for men’
reminiscent of the factory line
Bulldog doesn’t use images of
men; it focuses on ’man’s best
friend and mentions cruelty
free.
Like many brands it blends
‘nature and science’ , playing
up the natural while carefully
positioning the use of ‘man
made’ ingredients.

10. SPOTLIGHT: BRANDS RESPONDING TO NEW MASCULINITY
10
Gillette: Go Ask Dad campaign
Recognising that fathers feel
estranged from their sons by
technology, the campaign
suggests young men go to their
fathers for advice instead of the
Internet.
The Real Shaving Co.
Founded 1953, British made,
Somerset based, RSC offers men
a simple step-by-step guide to
cruelty free grooming
AXE: Find your Magic
Positioning itself at the at the
forefront of Millennial culture,
AXE’s latest campaign rejects rigid
male stereotypes and embraces an
individual sense of how it is to be a
man today.
KEY THEMES: Humanising brands by placing them centre to emotional , emotional masculinity, redefining
and accepting the range of acceptable maledom, cruelty free, natural, confidence building, purpose built
CALM: Mental health
campaign
Responding to the fact that 1
in 13 men take their lives in the
UK, the Campaign Against
Living Miserably (CALM)
produced a high profile
campaign that debunk
stereotyped behaviour and
invited men to talk.
White Ribbon
Launched in 1991 White Ribbon
is the world’s largest
movement of men and boys
working to end violence
against women and girls,
promote gender equity,
healthy relationships and a
new vision of masculinity.

11. 11
Customer &
audiences

12. 7 POTENTIAL SKINCARE CONSUMER SEGMENTS
12
Driven to seek out
nature based / natural
alternatives kind to the
skin and the earth.
Inspired by new
independent brands and
cause related branding.
Product transparency
and comparison is
important- they are
research oriented and
will find/ and or buy
online.
PLEASURE SEEKERS
Discerning, high spend/
premium consumers
that buy feel good
products for personal
pleasure, recreation and
‘me time’.
Beauty shopping
experience is part of the
pleasure. Spa orientated
and increasingly
influenced by nature &
wellness
ECO ADVOCATESWARY EXPERIMENTERS
Cynical about brand
product claims and
drawn to the idea of
independent, good
quality and the natural.
Semi-brand loyal but
price sensitive, they’ll
spend on favourite
products but impulsively
hunt for ‘quality
bargains’ that they
advocate.
NO FRILLS VALUE
Value driven, they buy
the cheapest brands and
basic ranges but are
becoming concerned
about petrochems.
They tend towards
generic /supermarket
ranges that offer
simplicity and low price
while reflecting no
nonsense, benefits
similar to mid-range
brands.

13. 7 POTENTIAL SKICARE CONSUMER SEGMENTS
13
ANTI AGERS
From the elegant elder
to the vain - the age
fearful who will spend
on latest crazes and new
‘scientific’ /advanced
therapies and product
to repair damage, fill the
cracks and maintain
youthfulness
Also those into holistic
health and wellbeing
with a focus on
maintenance.
EXPERIENCE SEEKERS
Young, active and fickle
novelty seekers who like
to experiment with new
ideas especially with
social/ experiential
dimensions where they
can capture and share
selfie moments.
Value led, mass-
premium buyers who
are motivated by low
cost treats and gifting
to friends.
BRAND LOYALISTS
Aspirational and often
seeking a taste of
perfection, they trust
the claims of the well
known, big name and
upmarket brands.
Most influenced by
premium lifestyle
associations and the
technological advance,
they love to try out new
ideas presented by their
most trusted labels.

14. MALE SKINCARE [STEREO-]TYPES
14
NEW MASCULINE LABEL KINGSHIP GROOMERSURBAN MACHOSSPORTIFS
SensitiveTough

15. GEN Z & MILLENIALS
Millennials and their ‘Z’ cohort’, the world’s
largest consumer group, are driven by social
causes while paradoxically obsessed by
presenting themselves online like the global
brands they love to consume.
However, those in the UK will be the first
generation since the 1950s to fail to do better
than their parents
Globally outward looking and motivated by
innovation, they believe technology can make a
better world. As part of their online identity, they
leverage social media to expose wrongdoing and
to draw attention to social issues, and align with
brands that enable them to express opinions and
become active advocates of the causes they
believe in.
15
Living and giving
Millennials prefer crowd funding
to direct donations where they
can see and promote tangible
results
SOURCES: Business Insider. British millennials are £2.7 trillion poorer. Jan 2017
Achieve. The Millennial Impact Report. 2015
Giving time & money
84% of employed Millennials
made a charitable donation in
2015 and are most likely to get
involved with causes when
offered a range of volunteer
opportunities
Green paradox
Primark announces it’s ‘green
bag’ credentials while selling
masses of low-cost, landfill
fashion

16. ECONOMIC OUTLOOK: GEN Z & MILLENIALS
16
A report from the Resolution Foundation dovetails with a Bank of England study that identifies people
under age 45 are already 10% poorer today than they were in 2007.
Millennials have been robbed of the ability to do better than their parents because of a couple of key
decisions taken by their parents' generation. Those decisions were:
- To keep interest rates near zero after the great financial crisis of 2008.
- To abolish defined benefit pension plans in favour of defined contribution plans.

17. MARKET PERSPECTIVES: GEN Z & MILLENIALS
17
POLITICAL
People aged 18-24 are more likely to consider
social problems the responsibility of individuals
rather than government.
SOURCE: Economist. Politics and the Young. Jun 2013
COMMENT
‘Millennials tend to be very socially aware, prone to be more public about it and thoughtful about, ‘Why am
I here? What am I going to leave behind? How am I going to change the world?’ Identity Theorist,
Professor Americus Reed. Wharton University
SOURCE: Wharton University. How Millennials Think Differently about Brands. 2014
ECONOMIC
Millennials who prefer experiences to things are
driving the ‘sharing economy’, by choosing to
borrow or rent rather than own goods.
SOURCE: Daily Mail online. Buying things? That’s so wasteful. 2015.
SOCIO-CULTURAL
Social media outlets allow us to share a message that we find important, then step away from it, as we
continue to scan our friends’ feeds. For a lot of people, the lazy web eco-system makes it easy to support
a cause without being productive.
SOURCES: Forbes. Are millennials lazy or avante-garde socialists. Oct 2012
Charlotte Robertson, Buzz Blog. Slacktivism. Why this Generation Sucks. Oct 2014

18. GEN X & BOOMERS
The over 50’s now account for a third of the
global, population, own 80% of global wealth
(69.7% of UK household wealth, equivalent to
£6.2 trillion) with women now the biggest
buyers of beauty products in Britain yet their
needs and desires remain largely overlooked.
The now ‘mature urban urbane’ who invented
youth culture spanning Rock Roll, Hippy, Disco,
Punk, New Wave and Rave are now taboo-
busting what it means to age.
Retiring no longer means winding down,
increasingly wealthy, active and mobile, older
people now bring huge cultural and economic
benefits, presenting previously unseen role
models to society.
18
Golden age of beauty
Older women are shaking up
fashion. Charlotte Rampling 68,
Helen Mirren 69 and Tilda
Swinton, 53 are all retained as
house models to beauty brands
96 year old interior designer Iris
Apfel, has become a
phenomenal global fashion icon
SOURCES The Telegraph. Over 50s women spent most on make-up. April 2015
Saga. Over 50s contribute more than 6 trillion to the UK economy. Jan 2016
Cosmetics Business. Men’s Market: Overview and Future Predictions. June 2015
Advance Style in the UK
In 2015, British women spent
£2,190.45 on beauty, a rise of
4.9% - the biggest growth area
in the UK while UK Men’s
skincare increased to an
estimated £911 million pa.

19. ECONOMIC OUTLOOK: REBEL SILVERS 45+
19
The growing 50+ demographic desire to look good is forcing the beauty industry to listen and rethink
their tone.
While an increase focus on mature faces is applauded, there’s still frustration at the way mature people
are reflected A Mintel survey found 37% of the 50-68 age group felt excluded in advertising, with 46
% saying their age group was stereotyped as old at 50.
Seeking ‘enhancement’ over anti-aging, Euromonitor found 55% of 60+ used moisturisers without
anti-ageing claims, compared with 35% who used specific anti-agers.
SOURCE Raconteur. Over 50s market prefers ‘enhancement’ to anti-ageing. Sept 2015

20. MARKET PERSPECTIVES: REBEL SILVERS 45+
20
ECONOMIC
Year ending April 2016, The older people spent more than under-50s for the first time, with a total £376
billion of discretionary spending with this silver pound’ boosting to UK GDP by £119 billion (6% UK GDP),
supporting an estimated 1.9 million jobs. Crucially, spending by over-50s has grown 3x faster since 2003
(4.6% pa) than the under 50’s (1.4% pa)
SOURCE: Hitachi Capital. Over 50s: a boost to UK economy, not a burden. May 2017
COMMENT
“It’s time we stopped being negative about the older
generation and instead of writing them off, we need to
become more effective at realising the economic ambitions
of this growing section of the population, instead of stifling
them.” Robert Gordon. CEO, Hitachi Capital UK
ECONOMIC
Pension wealth has risen by 15%, from £2.2 trillion in 2011 to £2.52 trillion in the same period and the over
50s hold more than £3 in every £4 of financial wealth, in stocks, bonds and other investments - equivalent
to 76.2%, approx. worth£800 billion.
SOURCE: The Telegraph. Over 50s are worth billions, according to new report. Feb 2016
SOCIO-CULTURAL
UK self-employed went up from 3.8m in
2008 to4.6m in 2015, with 50+ accounting
for 43% that started their own businesses.
SOURCES: FT. Over-50s are the new business start-up
generation. Feb 2017

21. TABOO-BUSTING REBEL SILVERS ARE REDEFINING AGING BEAUTY
21
While some brands are beginning to reflect a new positive image of mature women, Male oriented beauty
brands remain risk adverse, ignoring the ‘Clooney effect’ utilised by other FMCG categories such as
Nespresso.
Maturing idols like David Beckham and ethnic fashion models are leading the charge on mature style and
visibility of this in racial diversity.

22. 22
Context
trends &
influences

23. In a ‘post-Bling’ world following global
recession, corporate scandal, and where 1%
of the world’s population hold 80% of its
wealth, polarised public opinion is opening
debate, challenging us all to reassess our
ethical values and expectations.
Increasing public awareness of nuanced
debate around issues of gender, truth,
sustainability, race bias, BREXIT, data use and
privacy are all themes making impact across
sectors and culture at large today.
Social purpose, use of big data, holistic
wellness, and above all environmental
sustainability, are all big issues driving brand
behaviour today.
MACRO TRENDS
23
“Our research shows that
54% of consumers are on
the tipping point of
purchasing sustainably.
There is a huge economic
opportunity for businesses
that are able to build brands
with real purpose which
consumers care about”
Keith Weed.
Chief Marketing & Communications Officer, Unilever.

24. TREND: ETHICAL CONCERNS
Researched published by the UK Government identified that the ethical standards of retail companies
and the products they sell is a issue that increasingly influences consumer choice.
Ethics matter to at least ‘a little’ to more than four in five adults (83%) and ‘a great deal/ fair amount’ to
half (49%) clearly outweighing the indifferent. Barriers to to ethical purchase are prices and accessible,
reliable information.
SOURCES: UK Government, Dept for Business Innovation and Skills. Views on ethical retail. June 2014
24

25. MACRO TRENDS
25
Social / Brand purpose
Youthful brands targeting
Millennial mindsets are
engaging in weighty topics
and partnerships that
champion causes and drive
social change– from
sustainability, gender to
body image and beyond
Gender Neutral
Growing understanding around
sex, gender, identity, role and
self expression; progressive
brands are challenging norms
in products and packaging
while others have success with
neutral products that tap into
design aesthetics usually
associated with masculinity.
A very British Beauty
Beyond Rimmel’s London
Look, BREXIT is galvanising
the trend for ‘British made’
as a sign of quality and style.
Both domestic and
international sales, bolstered
by falling value of GPB and
shrinking UK confidence, is is
inspiring a new generation of
home grown products.
Collaborative sustainability
A shift in the collaborative
relationship between
customers and retail brands is
occurring, especially the
removal of single use plastics
that are polluting the world
with efforts seeing reusable
packaging, through selling out
of date and disfigured foods,
to product personalisation.

26. TREND: GENDER NEAUTRALITY
While gender-targeted packaging is preferred by most personal care shoppers, over a third prefer
neutral packaging, with Millennials and Gen-Xers driving the trend
SOURCES: Iconoculture. Sex and the Soap Aisle. July 2016
26

27. BREXIT
In 2017, UK beauty sales topped £4billion for the
first time but BREXIT concerns over issues such as
compliance, export tariffs and exchange rates is
set to disrupt the market.
Booming global cosmetic sales are set to reach
$675 billion by 2020. And while the UK outlook is
positive especially for skincare, higher operational
costs and lower consumer spending is likely to
limit UK growth and may result in areas of
premium segment erosion as consumers trade
down. This scenario may see the previous trend
for range ‘premiumisation’ scaled back aside from
within super resilient luxe categories.
27
SOURCES:
Euromonitor. How Will Brexit Impact the Beauty Industry? July 2016
Raconteur. The Beauty Economy. Nov 2016
The Guardian. Brexit leads cosmetics firm Lush to look for expansion outside UK. March 2017
Prospects
Skin care is set to increase
by 2% overall in value terms
at constant 2016 prices
reaching GBP2.9 billion in
2021, driven by independent
skin care labels pushing
prices down, while the
corporates capitalise on
established premium ranges.
Lush go west
Lack of UK Government
clarity over Brexit plans has
caused ethical, UK company
Lush to offer staff to move
to new German factory.
No_UK ctizen comprise 20%
of staff. The brand’s turnover
rose 26% in 2016 with higher
import cost of raw materials
due to weak GBP offset by
the cheaper cost of exports.

28. TREND: BEAUTY THROUGH WELLNESS
The new face of beauty is taking a holistic approach to feeling beautiful by achieving overall wellness.
Superficial beauty is being replaced by holistic ‘wellness as beauty’ as a cross sector trend that also
encompasses ideas around mindfulness, diet and exercise.
SOURCES: Raconteur. How to Look Good and Feel Great. Nov 2016
28

29. 29
Context
sales, marketing
& activation

30. MULTI-CHANNEL Vs. OMNICHANNEL
30
Multi-channel
marketing
✗
Refers to the ability to interact with potential customers, and apply sales
information and/or promotions to various channels platforms.
In this way, a set of assets or content might be specifically formatted for roll
out across separate channels so the same or similar information is available
or each channel might serve a distinct purpose as a stand alone platform
Omnichannel
experiences
✓
Refers to a joined-up channel approach that provides the customer with an
integrated shopping and brand experience whereby content and channels are
specifically designed to enhance, interact and work with each other.
Each channel might have different content or provide various experiences or
be designed to remove friction e.g. digital self pay instore or click & collect.
The customer can be shopping online from a desktop or mobile device, via
phone, or in a brick-and-mortar store, and the experience will be seamless.

31. DIGITAL INTEGRATION
31
Technology is increasingly a ubiquitous
presence which continues to fundamentally
alter people’s attitudes and behaviour. People
are demanding more from both
brands/retailers in terms of experience,
immersion and collaboration.
Digital platforms are used both as an
independent channels and increasingly
integrated in-store.
Multi-channel promotion is giving way to
dynamically integrated (omnichannel) brand
experiences, eCommerce is becoming
editorialised and reinvented through the
advent of sCommerce (sales within social
media)
Capitalising on digitalism
Smart beauty brands are
developing comprehensive
content-lead customer
engagement and distribution
strategies, from Avon’s
personalised sellers’ online
stores to subscription
services, to shoppable film
and blog content.
SOURCES: Cosmetics Business. UK skin and body care market analysis. June 2015
The Telegraph. Debenhams boosted by beauty sales. Jan 2017
FT. Debenhams revenues gets lift from beauty sales. Jan 2017
High Street Search
Emerging as a beauty player,
Debenhams has offset the
decline within the clothing
market by installing
integrated beauty
experiences. SEO metrics
show it’s leading the UK high
street on skincare trends
most noticeably ‘organic’.

32. Editorialised and social eCommerce
The websites consumers visit most are
the ones they find most enjoyable and
more widely informative and valuable.
As editorial content is freer to explore
visitor’s interest and tap into emotions
that drive purchase, smart brands are
blurring the line between browsing
content and online shopping experiences
by developing content-to-commerce
platforms both within their own sites but
also posted across social media.
This brings opportunities dynamic brand
storytelling and implications for SEO.
SOCIAL-COMMERCE
32
More than a store
Premium and luxe labels like
Gucci eCommerce site’s
features shoppable editorial
sections and eCRM
newsletters
Nike #PHOTOiD campaign
a microsite that lets customers
customise their trainers by
using their Instagram images
to create a colour scheme for
their trainers
The shoe design can be shared
and bought directly from
Instagram.
SOURCES: Marketing Week. Social commerce: How willing are consumers to buy
through social media. March 2016

33. While the most common reason to use social media in the UK is to find out what’s a happening, global
surveys also suggest many would like to shop via social media channels:
41% follow brands on social media to look at new ranges.
35% do so to get ideas about what to buy when they next go shopping.
These reasons rank slightly higher for 18- to 24-year-olds at 47% and 40%, respectively.
SOCIAL-COMMERCE
33
SOURCES: Marketing Week. Social commerce: How willing are consumers to buy through social media. March 2016
Office of National Statistics (ONS). Social Media Stats & Data sets. August 2016

34. SOCIAL MEDIA DEMOGRAPHIC STATISTICS
34
Strength: Conversations.
Sharing values. Social
Marketing
56% male: 44% female
Largest user groups span 18-
34 year olds
72% of all internet users are
on/ visit Facebook
50% of users check it on
waking. Engagement is
highest Thursdays and Fridays
Strength: Community/
audience building. Brand
content promotions. ToV.
User distribution
55% male: 45% female
Primarily 18-49 year old users
35.6 million monthly users in
UK
Extremely cluttered with 300
hours of videos are uploaded
every minute
Strength: brand amplification,
customer experience and
service
50/50 male/female user split
Highest users are aged 18-29
years old
Users who watch a branded
video have 28 percent higher
purchase intention than the
online norm
Facebook, YouTube and Twitter remain the most used platforms, although Twitter is
struggling to maintain relevance
SOURCES: Office of National Statistics (ONS). Social Media Stats & Data sets. August 2016
Global Yogi. All you need to know about [social media] users and statistics. October 2016

35. SOCIAL MEDIA DEMOGRAPHIC STATISTICS
35
SOURCES: Hootsuite & We Are Social. Digital in 2017 Global Overview. January 2017
Hootsuite. Top Snapchat Demographics That Matter to Social Media Marketers. August 2016
Office of National Statistics (ONS). Social Media Stats & Data sets. August 2016
Altimeter. The 2016 State of Social Business. November 2016
LinkedIn. 2016 LinkedIn Stats You Should Know . August 2016
Strength: B2B content
and peer-to-peer
influence. Networking.
Recruitment.
62% male: 38% female
Has most older users:
61% are 30-64 years
old although 25% are
18-29. (N.B. the
average age of a
Fortune 500 CEO is 58
years old)
41% of millionaires use
LinkedIn.
Strength: Content
distribution. FOMO
promotions. Playful
audience engagement
55% female UK user:
45% male
59% of users 12-17 year
old - the most popular
messaging apps for
teens
Although 65% of users
are under 25; new users
25+ is increasing twice
as fast as under 25s
Strength: Awareness,
Visual tonality.
Community. Discovery
56% female: 44% male
Most popular app for
young with 90% under
35 years old and most
users under 25.
Dubbed the “Happiest
Place in the (Internet)
World,” with users liking
4.2 billion posts daily.
Strength: Product and
trends discovery. Social
marketing
85% (greatest) female
gender bias: 15% male
Most evenly distributed
between 18-64 year
olds.
96% use the site to
research a purchase.
Users 10% more likely
to purchase online than
those on other
networks.

36. Selfie marketing
Brands pander to the selfie generation
using apps like use Snapchat lenses to
cultivate user-generated advertising
Messenger marketing
Brands are using messenger apps to
interact with consumers in ways that
consumers sees as exceeding their
customer service expectation rather than
an intrusion of privacy.
MOBILE
36
Makeup lenses
L'Oréal sponsored Snapchat
lens applies eyeliner to
photos
Multi-Character lenses
The 20th Century Fox
Snapchat ads let users try on 9
X-Men characters.
Messenger food chatbot
Food Bots used by brands like
Burger King help customers
order from their favourite
menus directly via messenger
apps.

37. Beauty vending for cashless sales
In 2009 Sephora debuted self-service kiosks at
airports and J.C. Penney stores without sales
counters.
Benefit followed, installing vending in 20 hubs.
In addition to selling products, the machine
displays travel tips and tricks.
Chanel unveiled the ’Le Volume de Chanel’
Mascara vending machine in the U.K. as a
vehicle to launch new products.
L'Oréal debuted a beauty kiosk at the 42nd
Street-Bryant Park subway stop in New York
City which sells mascara, nail polish, eye
shadow, and lipstick, complete with a built-in
camera that analyses your skin tone to find the
right colour match.
PHYGITAL SALES TREND
37
L'Oréal: skin analysis Sephora: cashless
Chanel: mascara promotion Benefit: travel tips

38. Cause marketing
As consumers increasingly seek out brands with
purpose aligned to their own values, brands are
investing in local and national initiatives.
Edutainment
Responding to consumer desire for richer 360
experiences, brands are delivering a more
humanized integrated approach by producing
documentaries, tutorials, workshops and tours
surrounding an area of their own expertise.
COMMUNITY DEVELOPMENT
38
Waitrose localised CSR
Shoppers receive tokens to
place in a box relating to 3
local causes. The more
tokens a cause gets, the
bigger the donation.
Pampers partner UNICEF
Since 2006, the partnership has
helped eliminate Maternal and
Neonatal Tetanus in 15
countries.
AirBNB Experiences
Live like a local, uncover hidden
spots also learn and participate
in local culture through classes
and workshops.

39. Self-directed live and online
Integration of live with online makes it even
easier for their representatives to be their
own boss, update their online 'shopfront' at a
time that suits them rather than having to
trudge from house to house looking for sales.
Customer who don't know or want to meet
their local representative van still order a
specific product online with commission
automatically going to the seller in their local
area.
Customers get the choice of free delivery
delivered to their door by their rep or via
direct delivery or parcel shop.
CASE STUDY: AVON
39
SOURCES: This is Money The Avon lady goes digital. August 2016

40. creative.union
KARL AUSSIA INSIGHT. STRATEGY. COMMUNICATIONS.
karl@aussia.com +44 (0) 7712 191 902
LET’S CONNECT!