QUESTION: What should brands consider when moving towards personalisation?
LEARNING: Brands need to be nimble, open-minded, and they need to take that path of progression because of the amount of information that’s available at the consumer level. Consumers are calling the shots to some degree and the brands need to respond.
Marguerite Capezio said people want to be able to find something that is specific and that’s going to get the results that they want. People are starting to be more mindful and are going for this bespoke beauty.”
“There was a slow food movement. There’s now the slow cosmetic movement – people don’t want to have to be buying this, that and the other.”
Elysha Young said consumers are going to have a very clear idea of what they want because they’re very educated; they’ve done their research. It becomes more of a partnership than a customer consultation.
“Personalisation reduces decision paralysis as well as post-purchase dissonance.”
Emma Hobson said one of Dermalogica’s key brand pillars is personalisation. It’s not in a box you used to have step A, B, C, D and everybody got the same…one size fits all, and it’s the same with treatments.
“The more you make it all about me and my needs, the more you fulfil a consumer’s needs. You’ve always got to look at what needs to retire from your brand to keep up; you’ve got to learn to adjust.”
Paul Anderson said Mankind is bespoke enough to be male orientated, and in the salon itself, everybody gets a skin analysis. We might treat them for three different parts of the face!
“Brands have got to take on the whole story these days. Are we environmentally aware? Are we socially aware? What is our story?”
Rosemary Hunt said if brands are not agile in their thinking, marketing and strategies, they will disappear.
“I think consumers are too savvy now to be put in a box again; they want full consultation.”
Watch the video at the top of the page for the full discussion.