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.
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.
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.
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.
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.
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.
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