Emmanuelle Moeglin is founder and in-house perfumer at Experimental Perfume Club. She will lead a session at in-cosmetics Global on ‘Personalisation, customisation, bespoke making “made-to-measure” a success on Tuesday 2 April at 12:00. The session will explore the different approaches for personalisation in the beauty industry and beyond, analysing the key to success in the digital world, and for bricks and mortar spaces.
What are the main challenges with achieving personalisation in this industry?
The main challenge comes with the fact that personalisation needs education and an adequate curated service. Customers need to be accompanied in the process of personalisation and customisation. At the same time, personalisation should always be simple and cannot be overcomplicated, it must be manageable for non-expert.
Scalability can also be a challenge, especially if it’s a personalisation of the formula itself. The key is to find a process that can be easily replicated.
How is technology making this goal more achievable?
We are living at the moment in a time where technology is increasingly allowing ultra-personalisation. Algorithms can target a product to the most relevant customer who shops for specific products, in order to fit his specific lifestyle. It gives the illusion that the customers have chosen their perfect product but in fact, it is the product that chooses its customer. Everything that surrounds us on social media – through Instagram and Facebook, and Google - have mastered targeted adverts, allowing brands to advertise in a more targeted way than ever before. (gender, salary, location).
The next step will come with machines, already available in store or at home, that helps consumers navigate through their daily needs, and prepare a product made from scratch.
Are personal care manufacturers focusing on one type of approach currently?
We are in fact seeing all sorts of different approaches. From personalisation of the formula itself such as the Clinique Custom-Blend Hydrator (for skincare) or our collection of customisable fine fragrance Layers by Experimental Perfume Club that allows users to create their own fragrance blend.
All the way to the diagnostic service that is able to recommend a product based on what you already use. We’ve seen recent example of this approach with Sillage Parfum, a French fragrance brand which recommends fragrance from its library based on your preferences and the fragrances you wear.
Are some sectors of personal care more suited to personalised products than others?
Colour cosmetics, fragrances, skincare and haircare treatments, any category that involves a personal choice or a personal taste. A category that will push customer to think which product is the best fit for their skin colour, type of hair or the mood they want to be in. Other sectors such as personal care (showers, shaving, deodorant) may be less suited for personalisation.
How can bricks and mortar businesses remain integral as we move towards increased personalisation?
Personalisation may in fact be the solution to save brick and mortar. Customisation needs to come with a personal service and an experience, something that can be a real challenge to replicate in the digital world. Stores have a real opportunity to create great experience in store and bring experts to engage with their customers.
For more information on the in-cosmetics Global 2019 education programme, visit: https://www.in-cosmetics.com/global