3 beauty industry experts on what every beauty entrepreneur needs in their business toolkit
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15th Jun 2019
“Last year we spent $5.3 billion on make-up, skincare and fragrance alone,” shared beauty industry expert Lucinda Pitt at our Vogue Codes Live 2019 beauty panel.
Beauty is big business and continues to grow at a lightning rate. Is it traditional bricks and mortar or online driving this booming industry? At our beauty panel today, Pitt moderated a discussion from three leading beauty industry experts, Kate Morris, Adore Beauty CEO and founder, Bree Johnson, co-founder Frank Body and Willow & Blake, and Kate Gildea, corporate digital and social media marketing lead Estée Lauder Companies Oceania, on this very topic and these impressive beauty leaders also shared what you need to be a successful beauty entrepreneur in 2019.
On the ultimate beauty entrepreneur toolkit
Kate Morris, CEO and founder Adore Beauty: “Financial education, you need to understand the numbers, and ask as many stupid questions as you want. You need some mentors, people who can help pick you up when you’re down. You need tenacity to hold on. You need drive that’ll take you from your idea to executing it, do you have that thing that will make you do it?”
Bree Johnson, co-founder Frank Body and Willow & Blake: “You need a “why” for your brand. You need a ticket to fail and the resilience to get back up. I’d also include a lifetime supply of coffee. You need friends, people who can support you when they fall down.”
Kate Gildea, corporate digital and social media marketing lead Estée Lauder Companies Oceania: “Be customer led, tenacious, and never take no for an answer, “
On how-to land a beauty partnership with a brand
Kate Gildea, corporate digital and social media marketing lead Estée Lauder Companies Oceania: “We chose influencers [to partner with] who are aligned with our brand and the audience they’re speaking to. We obviously want to speak to Australian females and deliver the right message to our audience, vetting is a big part of our job. We have tech systems to vet influencers, we’re on YouTube and Instagram, [we ask] who’s entertaining, who’s already using our product, who’s resonating? We work with influencers who feel a connection with our brand and show that.”
On why A-beauty is trending
Kate Morris, CEO and founder Adore Beauty: “Skincare is a massive category for us at the moment. And there are some fantastic homegrown brands that reflect the Australian personality; they do what they say they’re going to do, there’s no mucking about. Like Ultra Violette, Alpha-H and Skinstitut. The thing that resonates most is that our brand has very Australian characteristics, we’re very real, we’re very authentic and we tell it like it is.”
On how to get more female-funded businesses
Kate Morris, CEO and founder Adore Beauty: “What I think we need is to try and get a bunch of women stupidly rich so they can invest in the kind of ideas that are getting missed, by male-dominated capital. That’s how more female-funded business will get funded if there’s more female investors.”
On listening to your audience
Bree Johnson, co-founder Frank Body and Willow & Blake: “As the brand custodian you want to understand the audience and tailor to who you’re speaking to. You have to learn to adapt, that’s been a key learning for us over the last six years. But, we’ve also still been able to remain true to the voice of the brand.”
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