What is driving the personalised beauty trend?
With personalisation being coined as one of the biggest beauty trends of 2018 by mainstream media, the Personalized Beauty Summit have outlined 4 major trends driving this industry-wide push to customise products and services.
Customised experiences
The consumer is increasingly shifting away from the ‘one size fits all’ approach, preferring to embrace products and services tailored to her individual needs, seeking personalisation of experiences in her everyday life.
Marcin Pilarz, CEO, Talkin Things is developing smart packaging to create a fully personalised customer experience in store, based on factors such as the consumer’s previous behaviour or location. Agustina Sartori, CEO and founder, GlamST combines AR, AI and Machine Learning technology to enable consumers to see what a product looks like on them before purchase.
Ecommerce and beyond
With the millennial consumer demanding convenience and instant information, digital channels and D2C business models are providing the ideal platform for personalisation.
Jay Hack, Mira. AI is using computer vision and self-learning algorithms to guide consumers and drive ecommerce engagement in beauty. Whilst Francisco Gimenez, eSalon, has created fully personalised hair colour to rival that of a high-end salon colourist, delivered directly to the consumers doorstep, complete with fully personalised instructions.
Scientific advancements
Advances in genomic science and skin health research are enabling fully tailored beauty solutions to be recommended and formulated based upon the role of biomarkers and environmental factors in an individual’s response to cosmetic ingredients.
Raya Khanin, Lifenome is incorporating the knowledge from thousands of scientific studies with the personal skin and hair predispositions of consumers to curate the optimal skin and hair regimen. Whilst Jason Harcup, Unilever is exploring how the impact of environment and lifestyle on DNA can be harnessed to create personalised formulations.
Technological Advancements
Modern technological advances such as smart diagnostic devices are enabling large scale data collection and analysis of individual consumer metrics.
Sergio Rattner, FitSkin delivers imaging and analysis to measure the size and appearance of pores, fine lines, wrinkles and moisture levels, all with the help of a device that attaches to the iPhone camera. Whilst Ming Zhao, Proven is developing deep learning algorithms to create individual skincare regimens based on a customer’s unique skin type, using data from product reviews, ingredients and science.
Meet all of these companies and more at the inaugural Personalized Beauty Summit in San Francisco, February 20 – 21, 2019. Save up to $500 with the super early bird rate, ends November 30, 2018.
The future of beauty is personalised, don’t get left behind.
