There’s been a lot of changes in the beauty industry in the last decade. When before, it was just the editors in magazines and entrepreneurs influencing trends, now, anyone who has a Youtube channel and an aesthetic Instagram feed can do it — and do it so powerfully. Before, it was all about getting the glam on, but now it’s sporting the organic glam on. People love the fully-made-up look, now the barely-there facade is in. Along with these changes come the challenges for everyone in the industry, the make-up artists, hairstylists, estheticians, and entrepreneurs.
If you want to make it big in this competitive field, you should be able to prepare for these 3 biggest challenges:
Beauty junkies today have become all the more informed. As mentioned, just a flick on their Instagram, they know already what’s in. But because of the abundance of information out there, they’ve grown more picky about the products and services they try also. They’re smart consumers, conscious of the fact that what works for their favourite vloggers won’t necessarily work for them.
What they’re after then are products and services personalised for them. For sure, you’ve heard of beauty apps analysing people’s skin tones using facial recognition tech to recommend make-up products fit for a person’s unique needs, or the eyelash extension customisation that uses face mapping. These are the businesses that generate loyal following today. If you want to establish your name in the industry, you need to master personalisation in your endeavor. Maybe it’s high time to talk to tech experts or take that eyelash extension course Sydney professionals offer. Consider it as you get ready for your breakthrough.
Not only are beauty consumers more informed now — they’re also more vocal. Social media platforms have given them a voice, and you can’t ignore the clamour for beauty business’ honesty on the ingredients and methods used. People want to know if the hair color chemicals you use in the salon are safe, if the foundation you’re selling were tested on animals, or whether or not your lip balms are organic.
At the core of it, consumers want to be assured that what they use are ‘clean’. This doesn’t just demand sheer transparency for the sake of it. It means exercising ethical practices as well. Part of you laying the foundations for your career or business in the beauty industry is maintaining integrity. Remember the power of consumers and social media. The last thing you want for your growing beauty empire is to get #cancelled over not-so-friendly environmental practices for your products and services.
Aside from transparency, people demand inclusivity in the products and services from brands as well. They want to see their skin color represented on foundation shades. They want beauty services to be gender neutral, or at least accommodating to men, not just women. They want cosmetics to be fitting to different ages, young, old, and in between.
To be honest, this is a big opportunity for you, more than being a huge challenge. You’ll find a lot of niche markets to explore when you prioritise inclusivity in your career and business. Start making detailed consumer profiles then. Identify different pockets of markets, the plus-sized, the childbearers, the on-the-go, etc. Find out their pain points and frustrations. From there, create a product or service that can address their needs.
The beauty industry is fast changing and it presents a lot of challenges for those who want to start a career or business in it. If you think you’re ready for the challenge, don’t hesitate to take the plunge into the field.