Gen Alpha holds $95 billion in direct spending power, which is wild, but not the part that caught my attention.

Oysterly Media just released research conducted with 1,200 Australians in Q1 2026, and found that only 26% of Gen Z Australians now turn to Google first when they want to buy something. The rest, a full 74%, start on social media or AI.

Consider this your Australian beauty trends intel, sourced from the woo-woo world, delivered by a copywriter in leopard print who may or may not have purchased three new crystals she didn't need.

A trophy on its own tells people you're good. The story behind it shows them why, and gives them a reason to book. You worked hard for that recognition. Make it work hard for you.

I was in the same room as Michelle Obama last week. Yep, you read that correctly. The anticipation of walking in was a lot. Two hours later, I was still processing what it feels like to be in the orbit of someone that sharp.

The whole day had the energy of an industry that knows things are shifting and is trying to get ahead of it rather than react to it. Which, frankly, is the only sensible place to be.

Before you publish your next blog, ask yourself: what am I putting into this that nobody else can? If the answer is nothing, that's exactly why it won't rank.

When was the last time you looked at how you're writing about yourself online and whether your salon website copy reflects the person your clients are meeting in real life?

Every word earns its spot, or it gets cut. But this week, instead of deleting, try replacing words with sharper ones. Swap the vague for the specific, the weak for the strong, and the five-word phrase for the one word that does the job better.

Your audience is making snap judgments about your brand based on how your copy sounds. Copy full of filler sounds hesitant, copy without it sounds like a brand that knows who it is and isn't asking for permission to exist. In an industry where people are handing you their faces, sounding sure of yourself isn't arrogance. It's reassurance.

People don't buy from the brand they saw most. They buy from the brand they feel closest to. Closeness beats reach. Intimacy beats impressions.

I will keep banging on about why email marketing is the most profitable channel until I am physically escorted from the internet. If your beauty business isn't using it, or is dusting it off once a quarter when you've got a sale to promote, there is money sitting on the table, and you're walking past it every single day.

Learn how to write product descriptions that sell effectively. Discover tips on how to write product descriptions that convert visitors into buyers.

3 things you can start doing in your content and copy to set your beauty business up for AEO

If you've been staring at your phone for 20 minutes trying to figure out what to post, only to give up and reshare a quote tile that says "good skin starts from within" with a leaf emoji, this one's for you.

If Day One of The Digital Picnic Comeback Conference lit the match, Day Two burned the whole content strategy down and rebuilt it from the ashes. In the best possible way.

The conference is for business owners looking to build momentum in 2026 after a pretty brutal 2025. The lineup was stacked, the expertise was ridiculous, and the number of notes I took suggests I'm now in a de facto relationship with my Trello board. Here’s the highlight reel.

Good copy doesn’t start with words. It starts with everything that comes before them, and that “everything” is the part most people never see.

If your landing page is not converting, it is rarely because you need more words. It is usually because the right words are buried under vague ones.

Every time I start a new project and ask, “So… who do you love in your industry?” there’s a brand that gets mentioned more than any other.... Go-To Skincare.