What is Beauty Product Personalization?

Beauty product personalization refers to the customization of skincare, makeup, and other beauty products to meet the specific needs and preferences of individual consumers. This involves taking into account factors such as skin type, skin concerns, and personal preferences such as fragrance, texture, and color.

Personalized beauty products are typically created using data-driven algorithms that analyze a consumer’s skin type and concerns to recommend the most appropriate products. Some companies also offer personalized consultations with skincare experts to create a bespoke skincare regimen.

Beauty product personalization can offer several benefits to consumers, including improved efficacy and a better overall experience. By using products that are tailored to their specific needs, consumers can see faster and more visible results, which can lead to increased satisfaction and loyalty.

Personalization can also help consumers avoid wasting money on products that are not suitable for their skin type or concerns. By using personalized recommendations, consumers can be confident that they are investing in products that will deliver the desired results.

Overall, beauty product personalization is a growing trend in the beauty industry as consumers increasingly seek products that are tailored to their individual needs and preferences including in the clean and sustainable space.

The Beauty Personalization Trend

One thing is clear, customer personalization is changing the beauty industry. Consumers are increasingly looking for brands and products that feel like they were made just for them, and can solve their unique needs. This trend is increasingly manifesting in the exploration of ‘taboo topics,’ including products providing solutions for menopause, aging, men’s cosmetics, acne acceptance, sexual health, mental health, and more. Personalization and inclusivity are targeting the user, not the mass market. The new products also provide openness and comfort on the products such as sexual health as personal health, hair loss, and mental health.

Here are a few of the areas where we’ve seen the most movement:

How to Use Beauty Personalization

As seen above, it’s clear that beauty personalization can drive strong growth. But, most brands don’t really know where to start. To identify the right personalization opportunities in this highly competitive environment, brands need data. Not just surface-level performance data but rich and deep insights into consumer need states, granular attribute-based sales driver analytics, and comprehensive demographic and consumer behavior data that reveals emerging buying patterns and highlights growth opportunities.

Once you have reliable data on hand, you next need to pick the right target group and build your personalization efforts around that group.

With that in mind, here are a few ways to find success among your targeted group:

• Satisfy unmet needs to bring in new customers (to the brand or banner)
• Bring an advantage that expands usage/elevates buying velocity among target
• Offer unique solutions that disrupt category buying
• Carry a premium (justified by superior performance)