A cosmetics pop is a cosmetic that’s been popularised through a hashtag, such as #boom.
It is a popular trend in the beauty industry, and one that’s particularly appealing to those who have a lot of time on their hands.
“Pop” is a slang term used to describe the packaging of cosmetics that has been altered, made more attractive or even altered in some way, and which is often accompanied by an emoticon such as a smiley face, a heart or a flower.
“A lot of brands are now putting a lot more emphasis on the hashtag and how it can create a really good buzz around the brand,” Ms Chatterjee said.
The trend is growing, but it is only one aspect of what’s being sold to the consumer.
There’s a wider trend of “brand-driven” marketing in the cosmetics industry.
In 2014, The Daily Telegraph reported that brands are increasingly marketing their products as being made by brands.
A similar phenomenon has occurred in the healthcare sector.
The health care sector is often referred to as the “gold mine” of cosmetic brands, and there are currently more than 200 brands listed on the Australian Cosmetics Institute’s website.
“There’s a lot to look forward to,” Ms Chowdhury said.
“If you look at the beauty world right now, it’s going to be incredibly hard to compete with brands like L’Oreal and Estée Lauder because they are going to have such a huge presence in the health care space.”
“If you’re a young beauty brand and you’re trying to find a market, they are incredibly successful, but you need to be aware of how that brand has become a brand-driven brand.”
As consumers become more aware of the beauty market, the industry is also finding it difficult to stay ahead of the game.
Ms Chowbhoy said brands will often try to market products as having “the same essence and the same feel” as other brands, but “they don’t have to be as good”.
“They are going through a brand development phase, but they need to have a brand that is really, really, truly great, and then they are a great value for consumers,” she said.
“There’s not much of a ‘brand development’ phase, and you are just building on the products that you already have.”
Ms Chowdhoy said many companies are looking at “new” or “newly-minted” brands, such the launch of new brands from the beauty brand community.
“They’re going to come in, and it’s very hard to sell them,” she explained.
The beauty industry is facing some tough times, as a global economy is in a recession and the population has grown, but Ms Chowhoy said the beauty products industry is on a sustainable path.
She said there’s a long way to go to see more people buy beauty products, but the industry will be better off for it.