BEAUTY BLISS

 

Company Overview:

Beauty Bliss is a Wellington-based beauty business that was founded in December 2012 by Toni (Beauty Bliss, 2021), who is a web-developer and a makeup enthusiast. Their services are not only limited to New Zealand, as they have extended their reach to the Australian market with products offered varying from lipsticks, eyeshadow palettes, skincare sheet masks, makeup brushes, perfume, body scrubs as well as hair straighteners and hair dryers from many well-known brands like Maybelline, Jeffree Star Cosmetics, beautyblender and ghd. Beauty Bliss is currently run as an authorised online retailer with a physical warehouse to manage and deliver stock, offering payment instalment options like Afterpay and Zip, incorporating a membership reward system for loyal customers and a promise of super-fast shipping.

The company’s motto is that “cosmetics should be fun, empowering and accessible to everyone regardless of their age, skin tone or gender identity” (2021), promoting inclusiveness and freedom without judgement or discrimination in the products they sell and their clientele. In the modern society, inclusivity is significantly valued in the beauty industry to make beauty products accessible to anyone including portraying models to product formulations where each shade or gender are represented (CB Insights, 2021). Beauty Bliss also highlights product ranges for cruelty free and vegan products to provide these options to their customers that have been made aware of the issues of animal testing (Singh, 2021).

 

Although considered a small business, it won multiple awards where they were considered the “Top Shop of 2015” (Beauty Bliss, 2021) and was also considered one of fifty fastest growing companies in 2018. However, being a small business in a market that has a lot of major competition from left to right, the importance to stand out among its rival competitors is only heightened and need to stay relevant by keeping up with the latest trends and current demands of their target audiences. In addition to this, Beauty Bliss have a decent following on both social media channels that they own; with 73,000+ likes on Facebook and 39,000 followers on Instagram for a small local business is a tremendous feat. Nevertheless, the low social media engagement makes it difficult for Beauty Bliss to reach new audiences or build strong relationships with their followers in which they would have to highly depend on referrals or word of mouth to attract a brand-new audience. No Tiktok presence can also be classified as a missed opportunity for the business where the “appetite for Tiktok beauty content” (Culliney, 2020) is growing and the business could use the platform’s “hyper-consumable” (Karin, 2021) and addictive short storytelling videos to their advantage.

References:

Beauty Bliss. (2021) Our Story. https://beautybliss.co.nz/about/ 

CB Insights. (2021). How The Inclusive Beauty Movement Is Redefining The Industry. CB Insights Research https://www.cbinsights.com/research/what-is-inclusive-beauty/ 

Culliney, K. (2020). TikTok: “About a year ago, we weren’t really taken seriously in the beauty space.” Cosmeticsdesign-Europe.com. https://www.cosmeticsdesign-europe.com/Article/2020/11/09/TikTok-beauty-growing-fast-with-huge-untapped-opportunity-for-brands-company-managers-say/

Karin, L. (2021). TikTok Is Changing The Way We Buy Beauty. ELLE. https://www.elle.com/uk/beauty/a36034169/tiktok-changing-the-way-we-buy-beauty/ ‌ 

Singh, M. (2021). Cruelty-Free Makeup Market Will Continue Enjoying the Spotlight as Consumers Advocate Organic and Clean-Label Ingredients. Fact MR. https://www.prnewswire.com/news-releases/cruelty-free-makeup-market-will-continue-enjoying-the-spotlight-as-consumers-advocate-organic-and-clean-label-ingredients-301405716.html