Adore Beauty boss targets the other half of the market

Online beauty purchases currently account for around 11% of purchases in Australia’s $ 6 billion beauty industry, less than half of the UK’s 28% online penetration as big chains such that Mecca and Sephora, as well as traditional retailers like Myer, continue to order. much of the beauty is spent.

But the days of shopping for lipstick on the lower floors of department stores are limited, Ms. O’Shannessy says. “What digital can offer in terms of the shopping experience, we believe it will become the preferred means of shopping in the future,” she says.

Adore Beauty’s inclusion of one or two Tim Tam in its expeditions has proven to be a hit with buyers.Credit:Eamon Gallagher

“Our goal is to create a digital experience that goes beyond the in-store experience. “

This includes providing any snacks you could buy when you hit the stores, Adore including a singular packaged Tim Tam with every order shipped, a move that has proven to be almost dangerously popular with shoppers.

“A few years ago our content team made an April Fool’s joke and posted an Instagram message saying ‘we had heard their comments about wanting to be healthier so we took the decision to switch from a Tim Tams to a pack of organic Australian Sultanas, ”she said.


“And just the absolute uproar that we saw, we had to go out and say very quickly that it was a joke, but it really gave us a clear idea of ​​how much customers love them.”

Adore is currently preparing to present its first set of annual results to the market in August, where analysts expect the company to bring in around $ 176 million in revenue and $ 4 million in profit. At the end of May, analysts at Morgan Stanley said that while they were optimistic about the company’s long-term outlook, near-term growth would likely be “anemic” as the company compares to the boom period. rise of COVID.

Ms O’Shannessy is not disturbed by this level of scrutiny that has come with Adore’s new territory listed on ASX. She says the list has only been positive for the company, including a number of unintended benefits.

“Listing on ASX has brought us a lot of opportunities that have gone beyond what we envisioned,” she said. “This has raised the profile of our brand and our company, which has been very valuable in establishing connections with new brand partners and has helped attract talent. “

But despite the positives, there is one thing the leader says she would do differently if given the chance again.

“The experience of registering a business remotely entirely during the Stage 4 lockdown was interesting. It’s something that just added an extra level of complexity.

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