Every individual is unique… unlike the cosmetics they use on a daily basis. In a recent article, Mintel, a forward-looking consultancy, highlights the trend towards personalization in beauty. According to the agency, this trend is becoming an essential strategic lever.
The concept is not new. Choosing a product according to your skin type is already personalization. “But today, consumers expect more. Hyper-personalization goes further,” explains Mintel. “It relies on advanced technologies, interactive questionnaires and even DNA analysis to generate unique formulas.”
According to the agency, personalization is not a passing trend. “According to the agency, personalization is not a passing trend: “It’s a direct response to consumers’ expectations, who want products that are in tune with their issues,” stresses Mintel. “62% of Americans say they are interested in hyper-customized products, and 28% are willing to pay more for them.”
Towards a more inclusive beauty…
Meeting everyone’s needs is a major challenge for brands. Consumers are demanding make-up and skincare products adapted to their skin tone and specific needs.
… and more “technological”
To offer the most appropriate product to their customers, manufacturers can take advantage of new technologies. This is the case for L’Oréal, which uses weather and environmental data in some of its formulations, and Sephora, whose Virtual Artist app lets customers test products virtually.
’For many customers, personalized beauty products are no longer a mere gadget, but an essential means of treating …
