In an industry built on youthful good looks, age and wisdom are swiftly becoming equally strong sellers. On the cusp of turning 60, former British television presenter Trinny Woodall is at the forefront of a group of women bringing life experience to lip colours, foundations and skincare products.
Despite Woodall’s unlined appearance offering instant appeal to older consumers, it’s her unfiltered engagement with social media that targets Millennials and up. Her enthusiastic content is more than makeup moments, skin rolling tips with a bright yellow accessory that looks like a manual lawnmower from the 1950s and swirls of sequins. Although, there are plenty of sequins.
“When we started we had this formulation on the growth of social media followers. If 3 per cent of the people follow you buy, what does that look like? It’s worked. Coincidentally, we have had an annual growth rate of 120 per cent.”The Australian stores, with more planned, are major contributors to the £60 million annual revenue of Trinny London. Australian sales account for 18 per cent of the total business, compared with 10 per cent in the US.
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