Personalised beauty products create the opportunity to stand out in a crowded market, build consumer loyalty and drive rapid new growth.
Consumers today expect brands to demonstrate a real understanding of ‘me’ and demand companies design products and services specifically for them. In response, brands are now moving towards true personalisation, where they manufacture products based on a person’s unique biology, condition or preference.
But how can beauty brands develop personalisation offerings that are feasible, scalable, effective, sustainable and desirable?
of millennials are interested in buying products tailored to them¹
of consumers become repeat buyers after a good personalised experience²
of people would share personal data in return for a more personalised experience, product or service³
Sources: 1. YPulse research, 2017 2. Segment research, 2017 3. Salesforce, 2019
Consumers are confused and frustrated
There’s an overwhelming choice of standardised products with limited guidance from brands, so it’s easy to make the wrong choice. Many products go unused, leading to frustration and waste.
Consumers want a relationship with brands that understand ‘me’
Consumers today seek personalised advice, products that support their unique needs and seamless online and in-store experiences. And they like to share it all on social media
There’s huge opportunity for beauty companies
Personalised products stand out from the crowd, gain competitive advantage, build customer loyalty and, ultimately, create rapid new growth.
Most personalisation offerings rely on consumers choosing from a standard set of products. True personalisation, where products are manufactured based on a person’s unique biology, condition or preferences, has been limited by technology and organisations’ own processes. But we’re now at a tipping point where the technical and process challenges are resolvable for an acceptable investment. We help you seize the opportunities inherent in these challenges through:
Scientific diagnostic technologies are becoming less expensive, more accurate and easier to use. Our diverse teams of scientists, digital experts, technologists, customer experience experts and engineers understand diagnostics. And they know how to create useful tools, from questionnaires to microbiome, DNA and hormone testing. That means we can help you develop the right diagnostic solution to deliver truly personalised services and products to your consumers.
Data can help recommend products, predict what consumers want and uncover why a product succeeds or fails. We design and implement the data science, learning algorithms and technology layers that support personalisation throughout the consumer experience. And we can help you gather data and make it meaningful, drawing insights to inform future product development and consumer engagement.
Personalised products and packaging range from a curated set of product options to a ‘made-for-me’ formulation that takes into consideration consumers’ unique needs and goals.
We design and develop new products and packaging to meet real consumer needs, from initial concepts, through design, prototyping and testing, to taking them to market. We can help with every step of the end-to-end innovation journey.
Consumers today demand more sustainable products and packaging to reduce their environmental footprint. We design sustainable, reusable and returnable packaging, as well as sustainable subscription business models that embrace the Circular Economy and make D2C fulfilment less impactful on our shared environment. We can also help develop and implement more sustainable supply chain operations and manufacturing infrastructure
Manufacturing process innovation is making it possible for production lines to produce personalised products on demand and at mass production speeds and costs.
We use technologies such as additive manufacturing and 3D printing to create production lines capable of novel formats and individual formulations, at high speed and low cost.
To develop and implement a true end-to-end personalisation programme, you’ll need to innovate at pace. And that means you’ll need to embrace Agile innovation. This includes initiatives like setting up internal start-ups and operating like an accelerator or venture capital board. And it might mean partnering with other organisations with specific expertise you currently lack. We help companies adopt such Agile innovation. We use science and technology, design thinking, agile methodologies and start-up behaviours to help clients create major new sources of growth, without disrupting their core business.
...true personalised beauty