Bespoke, personalized beauty products are set to be one of the biggest trends in 2018, as skincare, make-up and fragrance brands increasingly put you at the heart of what they do.
While beauty trends of the past tended to focus on one prescribed look, like the 90s brow, super-straight tresses or contouring, as 2018 approaches we are seeing the customer taking a bigger role in the products that make up their beauty routines - in a shift that neatly mirrors the industry's late move towards greater diversity.
But we’ve been here before – Prescriptives first launched its custom blend foundation service in the 80s. Owner Lauder admitted defeat on that one back in 2009, and we’ve seen any number of gimmicky create-your-own start-ups launches and then quietly disappear since. So what’s changed?
1. CUSTOMER SERVICE
On the smallest level, you may have noticed that there are an increasing number of so-called 'chat-bots' present on websites (for beauty brands and beyond) as part of a more tailored customer service approach, or that brands are increasingly investing in Amazon-esque product recommendations to direct you to other items you might enjoy.
So maybe we will need to take more time to discuss with people to get the makeup, serum match us.
2. MAKE-UP
Cosmetics companies old and new are turning their attention to delivering a more personalized approach to make-up, and questionnaires are at the heart of this process.
Newly launched, Trinny London -of Trinny & Susannah fame - bases its whole concept on this data-input approach, as you use a simple five-step online form, alongside color-matching Match2Me technology, to generate a personalized 'stack' of products, based on your hair, eye and skin color.
So maybe everyone’s make-up will be unique in the future. If I forget to take mine, how to do it? LOL!
3. FRAGRANCE
While choosing a signature scent is already somewhat personalized and the ability to engrave perfume bottles, especially for Christmas, is nothing new, bespoke beauty is now allowing customers to have a greater hand in the fragrances they wear every day.
4. SKINCARE
While categorizing your skin into different types - dry, oily, combination - has been the norm for years, in recent times brands and consumers alike have slowly broken away from these often broad-sweeping categorizations
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