- HOW PERSONALISATION IS FAST-TRACKING BEAUTY PRODUCT DEVELOPMENT AND SALES by Elisabeth King Personalisation in the modern cosmetics industry is nothing new. The concept has been around since the 1950s and 60s through on-counter tools like the Elizabeth Arden foundation shade finder and Clinique’s iconic “computer” linked to its famous 3-step product system. But the buzz has accelerated over the past few years, fuelled by more sophisticated diagnostic tools, new technologies, apps and data mining. Companies of all sizes from startups to the biggest beauty players in the world have been offering some sort of personalisation from semi-bespoke serums to detailed questionnaires to assist in product selection. The words customisation and personalisation are often used interchangeably, but there is a distinct difference. Personalisation relies on technology and customer data and is easier to achieve than customisation, where brands have to make clear changes to achieve a truly individual product, which is more of a prestige or luxury concept. Personalisation is a fast-track to powering products, not an endgame, by offering consumers a better experience and helping them to choose the products most suitable for them.
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Although it is also a trend in haircare, fragrance and makeup, skincare is the epicentre of personalisation. The Covid-19 pandemic has cemented this key position. For many brands, the benefits of personalised skincare centre on product recommendations based on personal data from skin type through age and ingredients, building customer loyalty and collecting consumer data for marketing and product development purposes. Dedicated brand websites have also turbo-charged the personalisation trend through online information gathering. Olay’s Skin Advisor, which debuted in 2017, and Clinique’s online quiz are just two examples of strategies that are helping consumers to make the right product choices while gaining raw data and insights. L’Oréal-owned Kiehl’s took the old-style approach when it launched its Apothecary Preparations in 2016. Relying on a dermatology-inspired “Skin Atlas”, customers are guided by instore BAs to assess their skincare concerns and build a personalised product around the brand’s Skin Strengthening Concentrate,
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