Consumers want products that reflect the way they feel in "real life“

and companies are recognising this trend and are launching new product ranges that are tailored to fit specific lifestyles.

The personalisation trend is on an unstoppable growth path. Personalisation is no longer confined to fashion: it’s now a powerful trend that transcends product categories, with consumers keen to express their individual style and preferences in every area of their lives. Consumers are looking for beauty brands that reinforce their individuality and provide products that embrace this in everything from hyper-personalised gift sets to ready-to-wear nail polishes in bold colours and patterns.

A recent report by Kantar found that 27% of personal care product buyers in the US are interested in and willing to pay more for hyper personalised products, with younger generations standing out as the keenest to try and pay more for personalisation.

US: willingness to pay more for hyper-personalised personal care products, by age, 2021

The ability to personalise beauty products provides trade-up opportunities and is an essential strategy for future success because it appeals particularly to younger consumers. Not only does personalisation increase engagement with key beauty brands, but being able to create bespoke and exciting products will differentiate brands from the competition.

Act now to stay or grow more with a more successful product development strategy

The customisable nature of cosmetics will mean to the brands that can provide customers with the most personalised experience and peace of mind- not only in terms of their appearance, but also in terms of abiding by current legislation or ensuring that a product is appropriate for their skin – will succeed.

Global: BPC launches with customised/personalised strategies, 2017-21

Beauty brands have an opportunity to capitalise on the trend among consumers for customised cosmetics. Companies should develop products that allow consumers to choose from different formulations, scents and colours in order to help them express their unique identity.

We are seeing increased interest among consumers globally in customised beauty products. Now is the time to innovate with your own bespoke beauty concepts to drive trade-up opportunities and future growth through product innovation, new offerings, packaging innovations and more.