Belinda Carli
Institute of Personal Care Science (IPCS), Australia

Abstract

Consumers want product to suit them. Their lifestyle, their skin, their tone, their look, their mood – and they want to be able to tailor their product to suit their changing needs or preferences on any given day. Customisation is set to be one of the biggest trends for personal care in 2017 – so just what does it mean to the Personal Care industry and what should brands and formulators be doing to customise their offerings? Here are a few options to consider

Customisable bases with optional actives

Skin needs of consumers can change on a daily basis, especially where they may be affected by adverse environmental conditions or hormonal changes. Providing consumers with a ‘base’ product in serum, cream or gel-crème form that can be added to with selected ‘active concentrates’ is the best way to enable consumers to pick and choose what their skin care product will do for them daily. The base product should contain key emollients and humectants to suit the general skin feel and performance needs of your target market. The ‘active concentrates’ should be created to be extra hydrating, purifying, anti-ageing, or whatever concern your target audience may require; the base and actives should then be provided as a starter kit with optional base and active concentrates available for single purchase later. When creating this customisation offering, make sure your dispensers and instructions are very clear to ensure safe and effective consumer use with each application. One of the first brands to provide this innovation has, by no surprise, come from South Korea. Take a look at how ReMede by CNP (remedebycnp.com) is ...