What you need to know
Consumers unsure of their requirements sometimes have a limited view of what personalisation in beauty can mean. This means technical services are popular, but brands can offer suggestions or spark imagination with their customisation options. The biggest prospects, like men, remain largely unrepresented within customisation services, as well as those with niche lifestyles or sensitivities that require tailored ingredients.
However, ultimately beauty personalisation should allow consumers to express their unique character outside of their demographic group. The market has not reached saturation, as some consumers remain unsure of the benefits offered by personalised products. Better results and convenience of pre-made personalised products can be communicated, but some brands may need to rely on luxury and exclusivity as their point of difference.
Report scope
Within this Report, Mintel defines ‘personalisation’ in beauty and grooming as all products and practices that aim to give the user a more customised experience. This can be through personalised recommendations, mixing existing products together, or modifying aspects of a product based on personal specifications.
