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DSM in Personal Care

DSM’s Power of Beauty online community

Co-creating bright solutions for a beautiful future

To keep abreast of developments in today’s fast-changing world, our industry needs to meet people where they are, and increasingly this means online.

At DSM we custom-built an online platform to engage with consumers on a broad range of topics and hear what they have to say about beauty today and in the future. With over 1000 online posts and videos generated by 80 consumers in eight different countries around the world, it provided a glimpse into real people’s lives as they shared their personal care thoughts and aspirations.

What is beauty?

Beauty means different things to different people. That’s why there is no right answer to what beauty is. Beauty is a mirror whose reflection changes through cultures, attitudes and traditions. But although the perception of beauty constantly changes and evolves, the power of beauty remains global and equal.

What is the future of beauty?

Our community provided us with a range of creative and inspiring ideas indicating what consumers are already expecting – and more importantly demanding – of their personal care products. Here is just one example:

  • “In future, skin care may be something you eat or drink. If you do have a cream it will be custom made for each person. You will submit a sample of skin or DNA and your cream will arrive by mail, smelling nice, and everybody’s skin will look as good as it possibly can.”

Diverse expectations call for nuanced solutions

The insights from our global online community also provided exciting opportunities to contrast cultures and uncover differences. They are stimulating us to develop unique skin care ingredients, cosmetic actives, hair care formulations, and facial and body care concepts tailored to provide a wide variety of creative solutions that really make a difference.

And because people have told us that they need to feel good in order to look good, we focus on sensation as well as appearance. This task is in the capable hands of our panel of sensory evaluators.

Empowering the future

DSM’s Power of Beauty platform has already helped to drive forward the next generation of personal care solutions. In fact, it’s given us ample ideas not just for the immediate future, but for years ahead!

Our online community told us that people are looking for multifunctional, easy-to-use products personal to them, wherever they are in the world. At DSM we are dedicated to partnering with our customers to provide the solutions that meet these needs.