Canadean reveals the future of UK skin care - personalisation

22-Sep-2014 - Last updated on 23-Sep-2014 at 08:58 GMT

In a new survey, market researcher Canadean investigates the UK’s skin care market, determining personalisation as being the up and coming trend in the category.

The new survey finds many British customers prepared to go far to find their personal skin cream match.

45% of UK adults say that they are interested in the laboratory approach to personal skin care, with many open to going to a specialised laboratory rather than getting a product from a department store or filling out online questionnaires.

According to the firm, while many skin care brands have responded to the need for individualism by offering customers in-store consultancies to detect their skin type and match them with the right product, it is the brands offering extras in the area of personalisation such as laboratory tests or individually labeled products that will really cash in on the demand.

“Over 22% of skin care consumption by volume globally is driven by individualism, and with the development of new technologies, manufacturers have opportunities to take it to a whole new level. Factors such as allergies, genetic predisposal, nutrition, climate and exposure to the sun are all individual needs perfect for tailoring,” explains Canadean analyst, Veronika Zhupanova.

'Ready to provide blood for the right product'

Of those interested in personalised skin care products, Canadean reports 54% as saying they are ready to provide blood, skin and hair samples to be tested in a laboratory, 51% as interested in giving a DNA swab samples, and 52% would like to go to a medical dermatologist consultation.

The survey also found that consumers are prepared to wait for up to a month to receive their product.

"59% of consumers are prepared to pay a premium for individual recipes. However, this takes time, which means consumers will most likely have to wait to get their products made."

Some companies have already taken the idea on board, like in Russia for example, I.C. Lab offers consumers individually-made skin care products, produced with personal skin characteristics in mind.

The brand invites customers into its' laboratory, where their skin is tested, and within weeks they can collect the product made specifically for them that not only satisfy the needs of the skin, but it also features their surname on the package.

The creams available in Russia and the Ukraine, are set at a premium price: Costs 3000 RUB for 15ml eye-cream (around 50 pounds or 63 euros).