How to customise for consumers: beauty isn’t one-size-fits-all

By Lucy Whitehouse

- Last updated on GMT

How to customise for consumers: beauty isn’t one-size-fits-all
We discussed how to really get under the skin of the rising consumer demand for personalised products with Nhu Le, Founder and CEO, Finding Ferdinand.

Finding Ferdinand is platform that allows customers to create their own makeup products through its website and iOS app.

Le will be speaking on how ‘Beauty isn’t one-size-fits-all’ at the upcoming Innocos beauty knowledge-sharing and networking event.

Innocos is set to take place in Florence, Italy at The Grand Hotel Mediterraneo, June 13-15, 2018, with full details available here​​​.

In this interview, Le tells us how brands can make the most of the focus on customisation.

How has customisation already been disrupting the beauty market? What exciting tech or products have we seen?

Customization has been done before, but in this day and age, technology is allowing us to offer customization at scale. Customer-centricity is truly taken form as consumers are taking control on how they buy products.

Augmented reality and hyper personalization technology are two exciting areas that are changing the way products are being sold.

Technology is making it easier for customers to find and buy products that cater specifically for them.

Do you predict customisation will have a major impact on the market moving forward? If so, in what ways?

Customization will change the way people expect to be treated, and in turn that will dramatically affect the future market.

People want to be heard, and they want brands to cater to their individual needs.

Are beauty brands ready for customisation and its potential? If not, how can they prepare?

Not all beauty brands should be custom. Customization is not the answer for a beauty brand to succeed in the future. It is much more than that.

Beauty brands must invest in technology, talent, and culture to promote innovation – which is the real threat.

Any other thoughts?

To be “Custom” is not enough. A brand must live to serve and value its customer.

There are too many choices out there, and if your customer does not feel like they are being valued, they can easily switch brands with a click of a button.

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