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Ruling beauty part 2: The individual way

By Natasha Spencer

- Last updated on GMT

Ruling beauty part 2: The individual way

Related tags: Cosmetics, Mintel

Staying true to one’s self is set to be a huge trend in 2018, with consumers seeking personalised beauty.

For brands, this focus means that one of their main considerations needs to be how they can make their products customisable without escalating cost or product launches.

Going online

Sharon Kwek, Senior Innovation and Insights Analyst, beauty and personal care at Mintel commented that digital apps offer an answer as companies can “tap into apps to provide consumers with the opportunity to first analyse and then customise before the actualisation of a product”.

Packaging it right

Product packaging can also play a very helpful role as it can be used as a “tool to give consumers a sense of control”.

For instance, Redken’s Blonde Idol Custom-Tone Adjustable Color-Depositing Daily Treatment features a dual chamber that is said to release a custom calibrated mix of colour-depositing and conditioning formulas that can be applied to suit the user’s needs for minimum colour deposit.

“Personalisation has picked up fast in 2017—from ingredients and skin boosters to digital apps and colours,”​ added Kwek.

This year, the beauty industry has offered consumers numerous options so that there is something for everyone.

Mixing beauty up

Shade adjust beauty products have had tremendous success in 2017. Clinique’s Blend It Yourself Pigment Drops, is one such product, which allows consumers to convert their moisturisers into foundations.

Sephora Singapore’s pop-up ‘Mix & Play’ vending machine also offers consumers the chance to mix and match their own skin care sets according to their own needs, desires and moods.

Getting everyone involved

As inclusivity becomes a key buzzword in 2018, brands will revolve their products and services around “embracing one’s true self”.

“DNA-prescribed skin care is looking to grow as consumers become more curious about what their bodies are made up of and how they function,”​ said Kwek. “This curiosity will spur consumers to find solutions that cater to their needs as closely as possible.”

Those items that consider their “surroundings to bring about change will have a bigger impact in 2018 and will present more innovations to the market, such as climate-based products and colour/texture change according to humidity/temperature”.

Taking control

Previously, brands could monitor and control what is defined as beauty, however, these perceptions have changed dramatically in recent years.

Consumer purchasing factors including gender, age, skin, hair and body have now placed these definitions and individual choice into the hands of beauty buyers.

In 2018, consumers will continue to take more control. Personalisation and customisation will be increasingly sought after to maximise inclusivity for consumers and also to appeal to significant numbers of target audience members.

Packaging will be one area where this takes shape. Labels will no longer only explore simple and minimal characteristics, but instead, these will be replaced with those that show how products can transform how consumers interpret their hair, skin and body types.

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