The demand for personalized products continues in the Beauty category. Consumer chatter around personalized beauty has more than doubled over the past three years. Recent product launches show that personalization has truly stepped out of its niche and entered the mass market.
Both Neutrogena and P&G’s Olay unveiled personalized beauty products at the 2019 Consumer Electronics Show (CES) in Las Vegas, and Shiseido announced an important acquisition around the same time.
Then there’s Olay’s Opté Precision Skincare System, a handheld ‘magic wand.’ It identifies skin discoloration that isn’t visible to the naked eye, calculates the correct pigmentation for your skin, and then uses 3D printing technology to apply exactly the right amount of foundation through tiny nozzles. It’s a targeted method that adapts to each user on the spot.
Neutrogena's MaskID takes a different approach. It uses a 3D imaging app to map your facial contours, draws on your personal data to customize the mask’s ingredients, and uses 3D printing to produce a hydrogel sheet face mask. You’ll order your mask through the Neutrogena app, and wait for it to be delivered to your door. It’s customized rather than personalized, as the consumer can only choose within the limited combinations of the mask’s five key ingredients.
In early January, beauty giant Shiseido announced the acquisition of MatchCo, a company that utilizes a mobile application to scan skin, which enables the creation of a personalized blended foundation.
While it’s important that three such major brands have stepped up to the personalized beauty challenge, they are still ignoring one of the biggest growing trends in the beauty market: vegan beauty products.
Consumer discussion around vegan beauty products has doubled over the past two years and is the fourth most discussed feature in skincare. But while vegan skincare products garner 13% of consumer discussion, they only make up 4% of the product range.
Niche players are still the only companies addressing the needs of consumers looking for vegan skincare products. Key players should look beyond personalization and consider other growing issues in the skincare market.
Director of Solutions Consulting at Signals Analytics
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