If you’re making products, one of the top beauty trends for 2018 that directly affects you is personalized beauty. With this, your leads enter their hair or skin type and their beauty goals into questionnaire fields on your website. The results yield an instant click to buy that’s either a recommended product, a prototype of a new look or both.
There are dozens of companies out there who are taking the guesswork out of beauty routines – and mining a whole lot of data to boot. They are discovering, real time, what people want and are mining that info by beauty demographic to make their offerings even better. Sweet.
That’s not to say traditional market research has become irrelevant. After all, you still have to know what messages to throw out there to pull your ideal customers in. And before that, of course you must also know exactly who your ideal customers are.
The difference between traditional beauty marketing and these guys in customized beauty is how they are staying on top of the game by constantly having a finger on their lead base. And once a person fills out the survey on their site, they do a quick, almost irresistible, conversion from lead to customer – right there on the same page (or so it appears to the consumer).
I confess, I’m loving how hair products like Form Beauty, Function of Beauty and Prose Hair have taken surveys to a whole other level. As consumers, we are intrigued when companies help us find out more about ourselves. If you’ve ever flipped through a magazine to find the personal questionnaires, you know how big of a draw they are.
Well, those hair product companies manage to use the same kind of draw then deliver the same kind of instant gratification at the end. Except this time it’s in the form of a physical takeaway product!
So that’s the up side.
On the down side, in my humble opinion, is the use of DNA for customized beauty. It’s a little too far into the Big Brother world for me. But Coty joining up with Amazon Echo is tempting! Obviously this is not the same lackluster Coty from decades ago.
How You Can Do This
So if you’ve been spending time (and money) in the kitchen or laboratory coming up with product lines for different hair/skin types… consider cutting your costs by making a base product and incorporating customization. All you have to do is add a few ingredients to the your base per customization. Or make three or four different bases and customize those.
Then make up your questionnaire, and post it to your site. Each set of answers leads to a different product, so it’s a good idea to have as many products as the number of answers your survey will generate.
So if there end up being 100 different sets of possible results from your questionnaire, start thinking of the ingredient combinations you can use to create those 100 different products. If you know your ingredients well and are a good formulator, it won’t take you very long.
Now I’m not saying this is how Form, Prose Hair and Function of Beauty do it. I’m sure they have their own methods. I’m saying this is an easy way that you can start doing it.
Get into the game for 2018!