Personalisation in Beauty: The Next Frontier

October 2021

Beauty personalisation is gaining ground, supported by the rise of digitalisation and technological advances, and consumers are willing to pay more for the inclusivity, high efficacy and at-home wellness and experience it offers. However, their expectations are also high in return, leaving personalised beauty brands with many challenges to face, from ensuring credibility and accessibility to offering more holistic solutions to ultimately drive further value and retain their customers.

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Key Findings

Personalisation confirms its growing importance as a key beauty trend

Beauty personalisation continues to gain momentum as consumers, increasingly educated on their beauty needs, acknowledge that one size does not fit all. Encompassing the clean beauty, digital and wellness trends, personalised beauty is having a transformative impact on how brands operate, drive further value and retain their customers.

Rising digitalisation and technological advances as a boost

Personalisation is possible thanks to rising digitalisation, with the beauty industry embracing new technologies such as artificial intelligence, smart beauty devices and DNA diagnosis. Meanwhile, consumers’ growing adoption of these technologies has also seen an acceleration as a result of home seclusion.

An answer to beauty inclusivity, high-efficacy, experience and shifting channels

The COVID-19 pandemic has emphasised many demands already present in the beauty space and that personalised beauty can answer, such as offering inclusivity, providing high-efficacy products and creating experience in a redefined context of at-home consumption, generating an array of new opportunities for personalised beauty brands.

Towards more credibility and scalability as well as a holistic, optimised and phygital offer

Still in its infancy, personalisation faces many challenges. Ensuring credibility thought science-backed solutions will be critical while balancing efficacious products and experience with price should allow brands to reach a wider audience. Consumers will also value holistic solutions taking into account women’s health, while the themes of beauty optimisation as well as phygital realities will also remain key.

Beauty personalisation is here to stay

Future evolution of beauty personalisation could integrate automation, through sensors or implants, or be predictive, using routine monitoring and real-time tracking, but one thing is clear: the future of beauty will be personalised.

Introduction

Scope
Key findings

Contextualising Personalisation

Demand for higher quality over quantity drives personalised beauty
From mass customisation to hyper personalisation
All consumers types are inclined towards personalised beauty
Personalisation caters Undaunted Strivers and digital beauty consumers
Digitalisation and technological advances support rise of personalisation

Key Drivers and Demand Factors

Personalisation caters “new normal” consumption shifts and priorities
Personalisation addresses consumer diversity and sustainability pursuits
Consumers demand safe, transparent and high-efficacy beauty…
… and are willing to pay for personalisation and its premium features
Personalised beauty offers at-home wellness and experiences
Beauty consumers increasingly adopt AI and new technologies

Industry Response

Brands’ personalisation offers cover a large spectrum
Nomige delivers targeted skin care based on genetics and environmental factors
Atolla delivers increasingly targeted products through skin monitoring
Function of Beauty offers accessible and inclusive personalised beauty
L’Oréal’s Rouge sur Mesure beauty device offers experience and inclusivity
L’Occitane provides safety and efficacy through ingredient control
Demand for at-home DIY should boost c onsultation -based customization
Geologie subscription makes men’s skincare convenient and straightforward
For Kiehl’s , AI-driven personalisation is a facilitator for transparency

Evolution of Personalisation

Five criteria shaping the evolution of personalisation
Credibility and efficacy-driven beauty go hand in hand
Scalability will be defined by product price versus efficacy trade-off
Holistic approach to personalised beauty taps into preventative health…
… while exploring integrated skin/gut health personalisation
Biohacking: high-tech and targeted shortcuts to hyper personalisation
Beauty biohacking based on DNA
Towards a phygital future

Conclusion

Future evolution of personalisation
Key findings
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