Personal beauty wants to provide information and solutions for every customer // News // FFW

Per Lais Andrade @cherryglossbr

Constantly looking for new things and new ways to meet the needs of the growing public, the beauty market has invested in recent years in custom products for the specific needs of each customer.

So that like “pure beauty”, this personality can mean different things to different signs – after all, there is no single concept that will accurately describe the meaning of a personal product. In this way, the beginning of the signs to find the custom, from the questionnaire to indicate specific products for the customer’s skin or hair, to the creation of methods complete simulation, through boxes to “mix and create yours” and in new devices that have the power to create shades of makeup. And, like all great trends, there are ideas that are very successful, while others are in their infancy to prove themselves as really useful to the customer.

A successful case here in Brazil is the skin questionnaire, used by brands such as rescue to provide a unique skincare routine for each client. By the way There is a great FAQ on their website, where the user shows their skin type and their biggest complaints (melasma, acne, fine lines, dryness, and many others) every day they want take care of their skin. The result is the idea of ​​a custom that is right for your side – and showing the right way to use each product, so that there is no doubt.

Photo: @sallve (reproduction)

Other brands have funded personalization of skin care through online questionnaires. CARE Real Beauty (including offering a free virtual consultation with a Beauty Expert) and the released Chemical Analysis, focusing on the creation of small leather production and technology based on the answers to your questionnaire.

The Look Chemist quiz (reproduction)

The Look Chemist quiz (reproduction)

Moving closer to personalized skin care, the Clinique brand launched, at the end of 2018, its “Clinique ID” system that allows the creation of a personalized moisturizer. Online or in stores, the customer can choose between 5 types of moisturizers-base (from the most complete to the lightest) and 6 active ingredients with ingredients such as with Vitamin C and Glycolic Acid, added to the base. to do a certain kind of thing. Despite the promise, the meaning taken is not clear: when discussing the The Clinique ID system on the Brazilian website of the brand, I know that 4 of the 6 boosters are “sold”, leaving only 2 for the buyer to choose from.

Photo: @clinique (Reproduction)

Photo: @clinique (Reproduction)

When we analyze the world of makeup, privacy is taken to another role. The concept of the specific product goes to the kind of skin care, and a look at the products – especially the reasons – suitable for the sound of the skin. After all, each sound is different, with sub-tones and a thousand differences, which are often not covered by the range of sources available on the market.

Photo: @lancomeofficial (Reproduction)

Photo: @lancomeofficial (Reproduction)

Technologies such as Lancome have created new techniques, including the brand’s “Color Experts”, to create a perfect base for the skin and the appearance of each customer – and this work is done in of the store, in front of the customer, making an actual purchase. identify and approach the customer to the brand.

Photo: @lancomeofficial (Reproduction)

Photo: @lancomeofficial (Reproduction)

Talking about makeup, we can not mention the case of “Rouge Sur Mesure”, YSL beauty accessories can be bought on the brand’s website. A kind of “lipstick printer”, this device combines colored pigments according to the customer’s choice to create a specific and unique shade of lipstick. Of course, that technology has ended up going over social media, which is ruining the beauty.

Photo: @yslbeauty (Reproduction)

Photo: @yslbeauty (Reproduction)

When it comes to hair, the best way to customize is: something that offers a unique and specific product for the customer. This is the case for similar businesses My Q, a hair care beauty technology that offers the creation of a unique style for each customer, through artificial intelligence. Currently, the company offers shampoos, conditioners, leave-in and medical masks, and the level of customization allows the customer to choose the color of the product and the smell of their choice.

Photo: @meuq_ (Reproduction)

Photo: @meuq_ (Reproduction)

For nail polish fans, there is a very successful new product out there: colored boxes, like the one from the French brand. nailmaticLAB It comes with pigments, a translucent base and a measuring chart for reference do-it-yourself promising fun and making your dream come true.

Photo: @nailmatic (Reproduction)

Photo: @nailmatic (Reproduction)

In the end, all these ideas will arise when it comes to some questions and problems: does the customer really think they need a personalized product? Can the business be sustainable in the long run? And most importantly: does the public see the added value of a personalized product – and are they willing to pay more for it?

After all, it is one thing to create a hair care line that suits the special needs of each strand. Another, very different, is giving gadgets It is very expensive to produce the variety of lipstick shades available in stores.. Will the noise and new volume created by such technologies be enough for them to be relevant to the public?

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