Authenticity in Marketing

A panel of esteemed thought leaders all agreed whether a female was Gen-Z, Millennial, or Boomer-aged, women overwhelmingly wanted to see themselves depicted accurately in marketing.

The topic was discussed in detail by six industry experts – Carley Dowdle from asap skin products, Yvette Wyeth from Activeskin, Tina Copland from Jax Wax Australia, Emma-Rose Dermody from Ivy Brow Co, Mandy Gray from True Solutions and Sonya Annesley from InnerSense Beauty & Day Spa – over lunch at the eighth Professional Beauty Industry Roundtable, focused on Empowering Women.

Each speaker stressed the importance of authenticity when it came to communicating with female consumers.

Our guests conferred the beauty industry was one which dealt with ‘real’ women and that it was up to companies to adequately reflect this in their marketing.

Yvette said it was important to start portraying our social media accounts with real and authentic women.

Mandy said it was about being authentic but, in the end, we were all looking for something inspirational or aspirational.

Carley said fake ‘before and afters’ gave people false expectations and was damaging the entire beauty industry.

Tina said she was infuriated by brands that were cashing in on brand Australia when they were manufacturing elsewhere.

Emma said Instagram stories and Facebook live were great tools as they were unedited, live and realistic.

Watch the video below for the full discussion.

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