DIY beauty part three: niche trend, or market gamechanger?

08-Mar-2018 - Last updated on 06-Mar-2018 at 12:52 GMT

We take a closer look at the DIY (‘do it yourself’) beauty trend, considering the current state of the market and where the trend is likely to head.

Jo Chidley, ‘Flounder’, Beauty Kitchen, will be speaking on ‘DIY beauty – Niche trend or market changer’ at the Marketing Trends Theatre on Wednesday, 18 April, 11.15 – 12.00 at in-cosmetics Global in Amsterdam.

We caught up with her on the current challenges and opportunities facing DIY beauty players, and those looking to tap into the trend. This is part of a three article mini-series with Chidley’s insights.

How is DIY beauty set to impact on the wider beauty and personal care market?

We decided to pursue customisation as part of the Beauty Kitchen offering for a couple of reasons. Firstly, it is of course a massive trend and one that is potentially a differentiator for us.

However, the more important reason was to try and simplify and demystify the complex world of beauty products and their ingredients to consumers.

In a market full of marketing smoke and mirrors, green washing and big promises we felt that consumers, whilst becoming more knowledgeable about ingredients, were actually becoming more detached from their beauty products.

Being transparent and getting consumers to see and feel exactly how simple the ingredients can encourage them be more curious about what ingredients are actually in the products that they have been buying.

We offer customisation on a number of levels. Firstly, we run Invent Your Own product workshops, where we teach people a bit about ingredients and how to make their own “Raw Inventions”.

Secondly, we sell “Raw Inventions” kits for customers to experiment and make their own concoctions at home.

Finally, in larger Holland & Barret stores, we have “Raw Inventions” experiences, where customers can invent their own Body Scrub in store.

What, if any, are your top tips for industry professionals looking to maximise on the potential of DIY beauty?

Much like “natural” ingredients, DIY & customisation will be seen as a marketing opportunity by most beauty brands, so big marketing budgets will tell consumers that they are getting customisation, but it will often be personalised service and packaging rather than customised formulations.

Storytelling & engaging on a personal level with the customer is key.