A one size fits all approach no longer works
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.