Country Style - - CONTENTS - MARCH 2018

We meet two lead­ing beauty in­flu­encers that have used so­cial me­dia to build their fol­low­ings.

“For me, au­then­tic­ity is ev­ery­thing. With­out that, I have noth­ing and my busi­ness stands for noth­ing.” ELEANOR PENDLE­TON dig­i­tal en­tre­pre­neur

ONCE UPON A TIME, movie stars, mag­a­zines and mod­els pri­mar­ily shaped our per­cep­tion of beauty. But in the brave new dig­i­tal world, trends are just as likely to be de­ter­mined by a dif­fer­ent kind of ‘celebrity’: the beauty in­flu­encer. Ac­cord­ing to Forbes mag­a­zine, the top 10 beauty in­flu­encers of 2017 had an im­pres­sive to­tal reach of 135,000,000 peo­ple. Some are make-up artists, some just pas­sion­ate beauty en­thu­si­asts, and some have gone on to launch their own beauty brands. “In five years, in­flu­encers have changed the me­dia land­scape ex­po­nen­tially,” says Eleanor Pendle­ton, who prefers to go by the ti­tle of ‘dig­i­tal en­tre­pre­neur’. After work­ing as a beauty edi­tor on sev­eral mag­a­zines, Eleanor gave up her glam­orous day job eight years ago to pur­sue her on­line am­bi­tions. What be­gan as a per­sonal blog has evolved into Australia’s first dig­i­tal beauty mag­a­zine and, a lit­tle later, an e-bou­tique sell­ing hand-picked lux­ury cos­metic items. “Orig­i­nally I saw Gritty Pretty as an ex­ten­sion of my­self be­cause it was — that is how it was born,” she

ex­plains. “It has evolved from be­ing my cre­ative out­let to be­com­ing Australia’s fastest-grow­ing beauty pub­lisher.” The key be­hind Eleanor’s suc­cess is the on­line in­flu­encer ‘it’ fac­tor: au­then­tic­ity. “For me, au­then­tic­ity is ev­ery­thing,” she says. “With­out that, I have noth­ing and my busi­ness stands for noth­ing. It’s as sim­ple as that. At Gritty Pretty, our beauty brands don’t talk to our cus­tomers — we do. To her, we are the friend she trusts.” Trust is a timely issue in the world of so­cial me­dia. In the wake of the Belle Gib­son scan­dal — the wellness blog­ger who was fined $410,000 last year for mak­ing false claims about cur­ing her al­leged brain can­cer with al­ter­na­tive ther­a­pies and nutri­tion — it is clear that not all in­flu­encers put in­tegrity ahead of their own self-serv­ing in­ter­ests. While there is now an of­fi­cial code of ethics for on­line mar­ket­ing from the Aus­tralian As­so­ci­a­tion of Na­tional Ad­ver­tis­ers that re­quires blog­gers to la­bel paid con­tent as ad­ver­tis­ing, there are still grey ar­eas be­yond be­ing trans­par­ent about com­mer­cial re­la­tion­ships. In the end, it is up to the dis­cre­tion of the in­flu­encer to post hon­est re­views and the con­sumer to be wary. So­cial me­dia suc­cess can yield prof­itable re­sults, and has been par­tic­u­larly ben­e­fi­cial for in­de­pen­dent brands that are us­ing on­line en­gage­ment to grow their fan base. “Glossier is

“Beauty is part of our daily ‘diet’ and we need to be more mind­ful of what we’re feed­ing our­selves...” EM­MILY BANKS beauty blog­ger

an ex­am­ple of a mul­ti­mil­lion-dol­lar brand that was cre­ated for the con­sumer,” says Eleanor. “Readers of In­tothe­ were able to voice ex­actly what beauty prod­ucts they want, how they want them to look, feel and smell, and what pri­ce­point they would be.” And what have con­sumers been ask­ing for? More novel and in­no­va­tive in­gre­di­ents (think bee venom, snail slime, oil that foams when water is added, and green lip­stick that turns pink when ap­plied), ed­i­ble beauty, eco-friendly and or­ganic prod­ucts. “My big­gest pre­dic­tion for beauty trends in 2018 is that there is go­ing to be a huge up­take in con­sumers choos­ing nat­u­ral, nour­ish­ing beauty prod­ucts,” says make-up artist and beauty in­flu­encer Em­mily Banks, who cre­ated her blog, Depths of Beauty, to spread the word about nat­u­ral prod­ucts. “My beauty ca­reer be­gan in main­stream make-up artistry, but I started to feel there was a huge dis­con­nect be­tween my values and work,” says Em­mily. “Our skin is our largest or­gan, and ab­sorbs up to 60 per cent of what we put on it straight into our blood­stream. What we put on our skin mat­ters.” Em­mily’s down-to-earth, healthy aes­thetic em­braces the phi­los­o­phy that what we put on our skin is an ex­ten­sion of what we put in our bod­ies. “One of my favourite quotes is ‘beauty is an in­side job,’ ” she says. “Beauty is part of our daily ‘diet’ and we need to be more mind­ful of what we’re feed­ing our­selves on all lev­els.” Just a decade ago, that pas­sion for ed­u­cat­ing peo­ple on the ef­fi­cacy of nat­u­ral prod­ucts would have been lim­ited mainly to fam­ily and friend­ship cir­cles, but blog­ging means Em­mily’s key mes­sage reaches her 37,000 fol­low­ers. Tech­nol­ogy has per­ma­nently changed the mode and speed at which we con­sume and share in­for­ma­tion, but get­ting a fol­low­ing, mak­ing a sale or go­ing vi­ral still re­lies on the same fun­da­men­tal prin­ci­ple as tra­di­tional ad­ver­tis­ing: it works best if you trig­ger an emo­tional re­sponse from your au­di­ence. “I’m al­ways look­ing for ways to push bound­aries and give readers ‘a-ha!’ mo­ments,” says Eleanor. “We’re a race of in­ven­tors and cre­ators. Just like some peo­ple once thought cars and planes were laugh­able, you can’t just move with the times to be a suc­cess­ful en­tre­pre­neur — you need to be ahead of them.” For more, visit grit­ and depth­sof­ or fol­low @eleanor­pendle­ton and @em­mily­banks on In­sta­gram.

ELEANOR’S TOP FIVE ABOVE, FROM LEFT Laura Mercier Tinted Mois­turiser (50ml, $65). Vic­to­ria Beck­ham for Estée Lauder Mod­ern Mer­cury High­lighter ($110). Becca Shim­mer­ing Skin Per­fec­tor High­lighter in Opal (50ml, $68) — mix a small amount into foun­da­tion. Bio­derma Sen­si­bio H20 So­lu­tion Mi­cel­laire Cleanser (250ml, $32). TOP SK-II Fa­cial Treat­ment Essence (75ml, $100). For stock­ist de­tails, see page 135.

EM­MILY’S TOP FIVE ABOVE, FROM LEFT Ed­i­ble Beauty No.3 Ex­otic God­dess Age­less Serum (30ml, $72) for plump­ing and sooth­ing the skin. Nudus Lip­stick in Amalia ($42) for last­ing matt colour. Ere Perez Sun Halo Vanilla High­lighter ($35) for ra­di­ant skin. Hanako Ther­a­pies I Am...brave nat­u­ral per­fume (50ml, $34.95) for a beau­ti­ful es­sen­tial-oil in­fused scent. Inika Cer­ti­fied Or­ganic BB Cream (30ml, $59) for a light­weight-to-medium nat­u­ral foun­da­tion that al­lows skin to breathe. BE­LOW Em­mily ad­vo­cates a healthy life­style, as well as nat­u­ral make-up and skin­care. For stock­ist de­tails, see page 135.

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