Bespoke beauty products are increasingly popular
In a survey on the world beauty industry trends for 2018, UK market intelligence agency Mintel foresees the end of consumer targeting according to the traditional segments based on age, gender and skin type. Mintel argued in fact that cosmetics consumers are now setting their own rules, and are increasingly looking for personalised products. The increasing urge to express one's own individuality, chiefly driven by social media, was also highlighted by creative agency NellyRodi in its 'The new faces of beauty' survey, confirming the growing appeal for consumers of alternative beauty labels, as a way for beautystas to stand out from the crowd.
Mintel underlined how, in the future, the beauty industry will have to address its consumers’ individual requirements, an approach which some brands have already embraced. For example, Fenty Beauty, the make-up label launched last September by Rihanna in collaboration with LVMH subsidiary Kendo, offers a choice of 40 foundation shades. Lancôme has instead created the Le Teint Particulier Custom Made Foundation, using a technology which identifies skin tone to create a bespoke foundation.
Eye make-up specialist Eyeko launched the Bespoke Mascara Service, with a choice of thirteen brushes and five formulas, allowing consumers to pick the mascara solution ideal for their eyelashes. From January 2018, newly launched French lip make-up brand La Bouche Rouge will feature an app through which beauty aficionados can create their tailor-made lipstick, based on a picture of the desired hue.
Skincare specialists aren't resting on their laurels either: Romy devised an app which identifies skin needs and suggests a bespoke 'prescription' for them, and French brand Laboté offers a genuine clinical assessment, via a questionnaire devised by dermatologists, and can then produce skincare products based on the results.
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