In our Beauty Debrief, PSFK discusses how the beauty industry is pioneering personalization to effectively build relationships with consumers
Personalization has become paramount in a variety of consumer-centric industries. From fashion to food, it’s clear that customers don’t want generic, mass-produced goods, but seek individualized products, services and experiences that they can tailor to their own unique lifestyles. In our latest trends report, the Beauty Debrief, PSFK spotlights how the beauty industry is leading this movement towards modular designs and customizable products, satisfying consumers’ innate desire to adapt, resulting in a profound change in the relationship between brands and their customers.
One of the deepest and most personal ways beauty brands have found to offer customized products is by utilizing advances in molecular science in order to formulate bespoke products and treatments based on an individual’s genetics and internal chemistries. This is a trend that we have also seen in the food and wellness category, where genetic testing is being used to craft individualized, healthy diets at companies like Habit. Similarly, beauty brands have found that the efficacy of products and treatments is more than just skin deep. By looking below the surface level, brands can offer more profoundly personalized products that work specifically for the individual, meeting needs that they might not have even been aware of.
Beauty brands are utilizing different methodologies to provide this atomic personalization. Some utilize genetic testing to create targeted products. Others have developed diagnostic testing solutions to identify skin properties and make tailored product and care recommendations. London-based skincare company Geneu, for example, has created a proprietary DNA test for customers that analyzes certain chemical and molecular properties of the skin in order to formulate two custom serums tailored to the results.
Personalization at this level removes the guesswork in selecting a beauty product by assuring customers that the product has been formulated or recommended uniquely for them. In turn, this translates to heightened trust of the brand and loyal relationships that are likely to bring future purchases.
The Beauty Debrief is designed to give brands and retailers specific recommendations toward building a better product. By adopting a personalization-first approach to product creation, recommendation and coaching, companies can forge brand relationships that satisfy consumers on functional, emotional and social levels.
PSFK’s Beauty Debrief reveals how brands and retailers can build better products and deliver a more personalized experience to customers. Download the full report here, or request a presentation at your office. For full access to all of PSFK’s reports, debriefs, articles and archives, become a PSFK member today.
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Steven Dean is a designer, educator and entrepreneur focused on consumer health and wellness innovation. At his design consultancy, G51 Studio, he is involved in a broad range of projects that span business strategy, interaction and experience design, service design, and brand experience. He has designed and developed integrated user experiences for health and wellness platforms including mobile devices, networked applications and websites.