April 13, 2020 Published by

As a new wave of personalization for beauty products and experiences rolls out, consumers are embracing all things personal. In a three-part series we will take a closer look at beauty personalization and the customized trend, what it means to consumers, and how that translates into actionable insights for beauty brands and companies who want to add personalization to their offering. In Part 1, we’ll cover personalized skincare, while parts 2 and 3 will provide an in-depth look at personalization for color cosmetics and haircare.

To better understand this flourishing category, The Benchmarking Company conducted a primary research study with more than 5,700 US beauty consumers.

Do it Yourself: Before Purchased Personalization

Of all the products that women have tried to personalize at home, whether by adding an extra ingredient to an existing product or mixing two products together, skincare is the category women are most often DIYing, with 42% saying they have experimented with DIY skincare at home.  However, that doesn’t mean she was necessarily happy with the results.  Sixty-one percent (61%) said their DIY experiment was OK but not great, while 34% raved that their try at formulating worked wonderfully. Perhaps that explains why 77% would be interested in buying a skincare product from their favorite brand(s) that they could easily have customized /personalized for them without the hassle of DIYing at home.

It’s A Personal Skincare World

Skincare personalization is becoming hot, hot, hot.  Eight out of ten consumers say they have purchased personalized skincare, and 35% report spending, on average, up to $100 on personalized options.  By contrast, 40% of consumers report spending up to $100, on average, for traditional, non-personalized skincare as well.  Clearly, personalization is closing the gap.

What’s so appealing about personalization? Top benefits noted include controlling price (67%), creating products that are an exact match to my microbiome/DNA (65%), and the ability to customize fragrance or scents (62%). Other top benefits mentioned include choosing ingredients (50%), customizing sizes (48%), and formulating my very own products (44%).