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DSM in Personal Care

Customisation

A one size fits all approach no longer works

Personalisation and customisation have been some of the biggest trends over the last few years driven by developments in technology, production and the raise of digital. 
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Personal care rituals are, and have perhaps always been, highly personalised; yet products have remained relatively standardised.

However this idea is being challenged across the category – with beauty products increasingly customisable and tailored to individual desires,    and beauty rituals

For example, Concoction, the technology of mixology, allow consumers to personalise their own shampoo. They choose a blend fragrance as a base followed by an ingredient focused super serum shot, then mix the resulting concoction together at home before use. Signals both personalisation possibility and the need for physical engagement with product – both enhancing pleasure-in-use.