In our Beauty Debrief, PSFK examines how DIY products are putting customer desires first, and what brands can learn
Today’s beauty consumer is more ingredient-savvy than ever before, and so it’s no surprise that beauty DIY has become such a hot trend in recent years. From at-home treatments that utilize only the highest-quality ingredients, to new products that place greater emphasis on potent skin-benefitting actives, DIY products empower consumers to take control of their skin while forging a deeper connection to beauty brands.
In our latest trends report, the Beauty Debrief, PSFK examines how beauty companies are embracing consumer expertise as part of the packaging, advertising and ingredient makeup of their products. By reframing the dialogue around skincare to place more emphasis on customization and personal choice, brands are able to speak directly to consumers and forge meaningful and lasting connections.
For the most well-studied skincare lovers, new products now enable them to express their creativity, custom tailoring ingredient cocktails that work for them. For brands, this provides a crucial opportunity to help educate consumers on how they can experiment with their purchases at home. Monthly subscription service LOLI Beauty focuses exclusively on naturally-sourced, seasonal compounds. Each monthly LOLI Beauty kit contains a variety of skin-nurturing ingredients and skincare “recipes” that let customers make their own custom batches.
Helping to communicate the benefits and the fun of mixing your own products at home is key to the DIY approach. Advertising should help contextualize this, while other elements such as packaging, product displays and store interiors can add interactive elements that complement or even enhance the experiences of the products themselves.
“Everything’s better when you make it from scratch. We make it easy to create products you can truly call your own,” says Jonathan Coutu, CEO of Oleum Vera, which focuses on raw ingredients. Using the company’s kits, customers are able to mix ingredients to suit their own skin needs. Oleum Vera’s transparency-first approach is carried through in their ingredients, which are all certified organic by ECOCERT and the USDA.
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, 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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