The contemporary beauty customer typically wants more than just generic beauty products that don’t always fit the mark. In an age where personalization is vogue for almost everything, from clothing to cuisine, it only makes sense for customers to crave individualized beauty experiences that resonate with their preferences and backgrounds. It’s also quite commonplace for a customer to be discerning about each product’s contents and to prefer those that are made from trustworthy and sustainable ingredients.

Due to demands like these, it’s no wonder beauty brands and manufacturers have begun to rethink their approaches. Many are actively searching for ways to innovate their manufacturing and distribution processes, such as by being more data-driven and gaining customer feedback to directly improve their product development. The smart beauty manufacturer will also tap a sustainable ingredients supplier to provide them with versatile, high-quality, and effective ingredients for myriad uses.

Photo by Johanne Pold Jacobsen on Unsplash

If you want your brand to stay relevant in a swiftly evolving beauty market, consider taking your cue from your customers and seeing how you can personalize their beauty experiences. Here’s a guide to the new trend of personalized beauty and how your own company may be able to adapt to it.

Personalized Beauty Explained

In essence, personalized beauty is about tailoring beauty products and experiences to better meet the unique needs and desires of consumers. In contrast to the “one-size-fits-all” approach, it encompasses a range of customized solutions. These can include skincare formulations designed to address the concerns of a specific customer demographic or makeup products curated to enhance individual features.

The personalized approach also means that beauty brands more closely tailor their processes and offerings with their consumers' values, with sustainability, diversity, and inclusivity currently at the forefront.

Customization in Product Development

One of the most significant changes enacted by beauty companies is their effort to directly integrate customer feedback into product formulations. A company can now use data from a two-way communication loop to continuously improve and customize their process, almost in real time. This gives brands an edge at aligning their products more closely with customer expectations.

Inclusivity and Diversity

Customers of all backgrounds are now more vocal about how they value inclusivity and diversity. Many will actively look for beauty brands that can embrace and celebrate these elements in their product lines.

For beauty brands, this turn means ensuring that their offerings cater to a wide range of skin tones, hair types, and cultural preferences. At the same time, they’ll also want to fulfill specific requirements that are in demand, formulating products that are anti-hair loss, anti-aging, and skin-brightening, among others. On the upside, this inclusive approach can help a brand reimagine itself as an ethical and relevant player in the ever-changing beauty landscape.

Utilizing Sustainable Ingredients

Part of the personalized beauty trend is the integration of sustainable ingredients into product formulas. This reflects how consumers are becoming increasingly conscious of their environmental impact. As a response, beauty manufacturers now make it a point to incorporate eco-friendly and ethically sourced ingredients, like sustainable coconut. However, this commitment to sustainability extends beyond product formulations and ingredient sourcing; it encompasses the entire production process.

Beauty brands are also looking into how their suppliers source and refine ingredients. They’ll choose reputable organizations that conscientiously uphold ethical and sustainable practices. More have also dedicated themselves to cruelty-free testing in the product formulation stage.

Personalized Beauty Experiences

Personalized beauty is not limited to product formulation. In truth, it extends to every aspect of the customer experience. From packaging to branding and marketing strategies, beauty product manufacturers will want to create a cohesive and personalized beauty experience for their customers.

For example, brands can work to add a personal touch to their packaging. They can also incorporate the customer's name or a personalized message on the label. A good number of brands have been proactive at building social media communities to engage directly with customers and understand their specific preferences, as well as involve the latter in the brand’s story.

To get to know their customers, some brands have launched interactive quizzes to help individuals identify their skin type, concerns, and beauty preferences. The results are then used to engineer personalized product recommendations.

A brand can also choose an online platform to provide educational content to its customers, publishing tutorial videos and guides to help buyers understand how to use products effectively based on their individual needs. Overall, efforts like these can demonstrate the brand’s dedication to its customers, elevating the latter’s overall brand experience.

Takeaway: The Future of Personalized Beauty

The future of personalized beauty holds immense promise. Technological advancements and evolving consumer preferences are poised to drive even more sophisticated customization options. Augmented reality and artificial intelligence are also expected to play a pivotal role in the future of personalized beauty. Companies can offer virtual try-on experiences and real-time product recommendations to their consumers, reshaping the way customers choose beauty products and interact with the beauty brand.

To stay ahead of evolving trends, beauty product manufacturers must of course invest in their research and development and keep a keen eye on emerging trends in consumer behavior. They must also commit to being attuned to changing preferences and adjust formulations or offerings accordingly. Ultimately, this adaptability and pursuit of innovation will allow manufacturers to position themselves as industry leaders and change-makers in the world of beauty.

Personalized Beauty: The Customer-Driven Beauty Trend of the Future