One could argue that customization and personalization have been a trend as long as the beauty industry has existed. Perfumeries have created fragrances for individuals, including royalty and the insanely rich, for centuries. The desire to have something tailor-made is not new, but as consumer appetite for it increases, technology is making it more accessible and scalable.
The topic of customization has been top of mind for us, so we were excited to explore it at the Millennial 20-20 conference in New York, where BeautyMatter founder Kelly Kovack moderated a panel entitled “Beauty is in the eye of the beholder, personalization is everything.”
Christine Chang, Co-CEO of Glow Recipe, Sabrina Tan, CEO & Founder Skin Inc, and Jill Tomandi, Vice President Product Development and Innovation at Smashbox, shared how they’re integrating the consumer’s desire for personalization into their brands and their thoughts on scalability. These brands may vary in size and in their approach to personalization, but they agree on the need to reimagine how consumers interact with and purchase beauty.
Glow Recipe, the go-to curators of Korean skincare, are integrating personalization as sales animation. Many K-beauty products like single-use sheet masks lend themselves to mixing and matching based on daily skincare concerns.
Smashbox has leveraged customization in their business for the fall launch of their Be Legendary 120-shade lipstick collection with digital activation and limited-edition 3-D printed lipsticks. They also animate the brand through encouraging influencers to come to the “lab” and create their own shade—fueling excitement and social media engagement. Jill Tomandi’s advice regarding innovation is test small, then scale.
Skin Inc has created a simple regime based on suiting individuals’ specific skincare needs through a custom-blended serum called My Daily Dose. An online quiz of about two dozen questions and an algorithm recommend three out of nine targeted serums to decode individual skin identities and address a consumer’s unique needs.
We followed up with Sabrina Tan, CEO & Founder Skin Inc, after the conference for a mini interview.
1. What role does customization play in your brand? (is it the foundation, a marketing touchpoint, animation at retail, etc)
Skin Inc’s backbone is customization, and we’re the global leader in skincare customization. We started with our signature customized “my daily dose” serum followed on by mask, LED devices and the latest with our moisturizer. Millions of consumers have done our Skin Identity service.
2. Customization is inherently complicated. How do you reconcile the consumer’s desire for customization with their desire for simplicity?
Not anymore with technology and on digital platforms. It is probably much faster with a few ticks online. Look at NIKEiD.
3. The desire for customization isn’t new. One could argue it’s as old as the beauty industry. What do you think is driving the customization segment now—Millennials or technology?
I will say it feeds on each other—the desire of individuality, self-expression, and having that voice heard. And technology and digital enabled that whole life cycle and experience.
Beauty consumers have never been more educated or discerning, making made-to-order beauty a way to differentiate a business in the crowded beauty sector. Startups and established brands are increasingly finding ways to leverage technology to allow consumers to create their ideal products. Only time will tell if technology is truly going to be able to scale customized beauty. Will customized beauty businesses be the next billion-dollar brands?