Customisation in Personal Care: The Present and Future

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Paid content by in-cosmetics Latin America

By Belinda Carli

Belinda Carli, Director of Institute of Personal Care Science, will be at in-cosmetics Latin America from 20-21 September, talking to visitors about Customization in Personal Care: Present and future. Below Belinda tells us a bit more about what to expect from her presentation about this rapidly growing trend.

Consumers want product to suit them. Their lifestyle, their skin, their tone, their look, their mood – and they want to be able to tailor their product to suit their changing needs or preferences on any given day. With such a ‘buzz’ over customisation, what is being done in this sector already, and how can companies get on board and customise their product offerings?

 

Customisable bases with optional actives

Skin needs of consumers can change on a daily basis, especially where they may be affected by adverse environmental conditions or hormonal changes. Providing consumers with a base product in serum, cream or gel-crème form that can be added to with selected active concentrates is the best way to enable consumers to pick and choose what their skin care product will do for them daily.

So, how can companies develop customisable cosmeceutical products? It starts with a very stable and aesthetically pleasing base product. This base should contain electrolyte-resistant ingredients, formulated to suit a wide variety of aesthetic needs. I’ll discuss other compatibility needs for the base product and offer our formulation recommendation in my presentation.

When selecting your actives for the active concentrate, there are several items you need to be aware of to make the right choice for customisable products:

• Active dosage: The dropper selection needs to measure carefully, and would typically dispense 0.03 grams of product. Therefore, your concentrate needs to deliver just the right amount of active to produce the required effects in one drop – but how do you determine this dosage? I’ll address this in my presentation.
• Active selection: Actives need to suit dropper dispensing and easy miscibility in the base formula – these are very specific compatibility and other issues to consider. My presentation will crucial selection criteria.
• Active recommendations: I’ll be highlighting some great actives to use, and how to prepare active concentrates. Key actives I’ll be highlighting for their suitability include:
  • Miniporyl (Lucas Meyer – minimises pores and rebalances skin sebum)
  • Liftonin Expert (Rahn AG – for smart collagen management and fantastic anti-ageing benefits)
  • Hydrintense (Soliance – for long lasting hydration)
• How to make other material selections: I’ll show you how to suit particular brief or formulation requirements.

Customising colour

Imagine this: a lip-gloss base that glides on with subtle colour for everyday wear; but today, your consumer feels a little more playful, so wants to add more sparkle or a splash of hot pink or maybe red to their everyday base. Tomorrow they may be wearing clothes that clash with their normal lipstick choice, so they want to make it more apricot or plum to match…

If you can provide a great feeling, adjustable base product with a multi-colour palette, it not only makes it possible for a consumer to adapt their lip-gloss to their mood and clothing, but is also a way to fully engage your consumer with your brand and product.

It needn’t stop with lip-gloss! The same can be done with eyeshadow palettes (create everyday base colours with colour or sparkle concentrates to enable customisable glamour options) and liquid or powder foundations that could have extra colour (or whiteness) added to suit seasonal skin tone changes to help a consumer match their skin tone perfectly at any time of year. I’ll be showing examples of brands who are already successfully creating customisable colour and what you can do to be different.

Customising scent

There is nothing like a smell to evoke emotion, and the ability to alter a base scent to suit a mood or occasion is a product space that hasn’t had many entries yet. There’s loads of room for clever brands to enter this space. I’ll be talking through some of the issues of creating customisable scent with solutions, ideas and tips brands can take away to get started. This includes base aroma concepts as well as customisable fragrance concentrates.

Give your consumers what they really want out of their product purchases this year – with customisable cosmetics – for a truly unique, tailored experience they’ll want to purchase again and again.

See Belinda’s full talk on 21 Sep 2017, from 10:30-11:15 in the Marketing Trends Theatre. Register to attend now at https://latinamerica.in-cosmetics.com/en/register/.

The 4th edition of in-cosmetics Latin America takes place from 21-22 September 2017 in Sao Paulo and is the only Latin American exhibition exclusively dedicated to personal care ingredients.

UPDATE: Belinda’s presentation is now available on the in-cosmetics Latin America website.

About the Author:

Belinda Carli is the Director of the Institute of Personal Care Science (IPCS). IPCS provides distance and on-site training in Cosmetic Formulation, Brand Management and Regulatory Affairs. Contact Belinda and the team for assistance with your training, formulation, brand management or regulatory requirements: belinda@personalcarescience.com.au or visit www.personalcarescience.com.au for more information.

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