The personalisation trend is one that pays off says leading market researcher Kline. Speaking to Cosmetics Design, the company is adamant that brands who embrace the trend have seen boosted brand profits near immediately. Kline comments that in an analysis of beauty brands incorporating a personalised approach, “high double- to triple-digit growth is seen among those brands that manage to capitalise on personalised approaches in 2015.”
What started at a product level with skincare and make-up regimens catered to the individual has now advanced to a more digital level. Consumers now have this customised experience with product and brand suggestions in beauty apps, as well as targeted marketing through social media.
In addition to personalisation, the report also highlighted the benefit of using celebrities to help build relationships with consumers directly through social media. Kline comments: “Both large and niche brands utilise the power of social media to connect with target consumers. Large brands like Neutrogena, CLINIQUE or Estée Lauder have become key social influencers as they turned to beauty social media celebrities to appeal to millennials.”
