Talking to brands and their investors this week has brought the divide in understanding and perception of the wider ‘Beauty’ industry to our attention. As a point of interest we started researching our own audience, to know more directly what elements of ‘Beauty’ or ‘Grooming’ men and women are interested in, and keen to learn more about.
We discovered some interesting statistics..
We found that the audience of The Brand Whisperer Instagram, Facebook and Website is a 60/40 split between women and men. The women currently following and liking our activity are a range of ages, but 41% are aged 25-34, and 24% are 35-44 years old. The men are more closely grouped, with the largest group of interested followers being 35% aged 18-24, and then 34% being 25-34 years old.
The cliché of PR (and beauty, for that matter…) being a female lead profession made us look further, wondering what the inside of the average PR and Social Media agency, or beauty salon or spa looks like… and we were surprised by statistics provided by CareerSmart (below).
It seems that men are more plugged in to Public Relations than we think – still taking an active part in driving the industry from many angles and levels. And that The Brand Whisperer’s following is very representative of the industry, and interested parties. After all – to represent a client or brand you must understand its journey to the consumer, and represent both sexes in doing so.
However, when it comes to Beauty, more male representation on a ‘ground level’ may be publicly called for in the coming years. This will be interesting to see…