In Exclusives, Insight, Marketing, Trend

Personalization is arguably the most important consumer trend. The National Retail Federation named personalization as the top retail tech investment for 2019. Although implementation varies across categories, personalization is most popular in skincare. It is important since it opens up a world of inclusivity for people of different skin colors, hair types, hair colors, allergies, skin types, health concerns, etc. Although personalization can be useful and accurate, often it is nothing more than a marketing ploy. Here I attempt to lay out the Bull and Bear case for personalization. 

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