Beauty trends in Israel: personalisation

By Liana Naim & Miriam Oron

- Last updated on GMT

Beauty trends in Israel: personalisation
How does the consumer demand for personalised beauty take shape in the Israeli beauty market? This guest article explores the trend.

Discover the full series dedicated to the beauty market in Isreal, along with its key defining trends, here​.

This article is dedicated to the personalisation trend for customised beauty. Cosmetics Design is hosting a webinar dedicated to the topic - free to attend - on Wednesday 5 December. Full details available here​.

Spotlight on: Personalisation

Personalisation is a growing trend in various industries such as fashion and food. Today’s consumers don’t want generic, mass-produced goods, but seek individualized products, services and experiences that address their own unique needs and lifestyles.

Different cosmetic brands offer their versions of personalised cosmetics. The digitalization of our society affects the dialogue between the brands and the consumer and allows personalised and rapid communication.  

The communication with the consumer in Israel, especially involving personalisation, is very up to date in terms digitalization.  

The industry is constantly adapting to changes in the lifestyle of different generations of consumers, of varying degrees of digitalization.

The digital technologies are expected to dominate not only the process of purchasing but in creating the shopping experience, in Israel and globally as well.

AHAVA-Dead Sea Laboratories ltd.,​ today part of the Chinese Fosun Group, is a leading developer and manufacturer of Dead Sea Minerals based skin care products.  

AHAVA is currently launching Lumior, a luxury personalised brand with a unique store concept for a personalised marketing system.  

This system combines a minilab skin analysis experience and state of the art digital and social media.

LUMIOR​ is answering both, the consumer’s need for personal and effective skin care and the option for fully digital communication in all relevant channels.

The minilab skin experience consists of integrating information on the consumer’s lifestyle which affect the skin, such as sun exposure and smoking, the user’s skin concerns, and quick non-invasive skin measurements performed in the store.  

The information is analyzed and the consumer receives an evaluation of the user’s skin status and recommended products, in just a few seconds after the user’s skin measurements.

The information is also sent to the user’s personal zone in the LUMIOR site and an email link for easy access.  

The software uses a decision support system for selecting the best products that suit the customer’s needs and for rating the user’s skin condition.  

As the customer continues to use the products and sends the user’s feedback through the digital platform, the algorithm improves the personalised recommendations and selected products.  

This is using artificial intelligence tools applied by the LUMIOR platform.

Beauty Code Genetics Inc.​ established in 2018, provides a personalised color cosmetic matching service. This technology links commercially available color cosmetics to the consumer's genetic code.

The venture is based on the know‐how of Professor Karl Skorecki, who is an expert in the field of Population Genetics and DNA Signatures.

The molecular genetics technology, applied by the company was developed in the Technion–Israel Institute of Technology.  

The company uses a personalised skin signature, which is based on both the heterogeneity of the baseline skin colors and environmental factors, to predict the best suited skin color product for the customer.

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Studies used:

Portugal-Cohen, M., M. Oron, and Z. Ma’or, A Case Study in Logistics for Personalized Skin Care. Cosmetics & Toiletries, 2018. August.

Jablonski, N.G. and G. Chaplin, Colloquium paper: human skin pigmentation as an adaptation to UV radiation. Proc Natl Acad Sci U S A, 2010. 107 Suppl 2: p. 8962-8.

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