ReportsnReports – Personalization Trends in Personal Care


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Personal care products are being more closely aligned with consumers’ personal values, lifestyle aspirations, attribute preferences, and individual beauty requirements. Personalized offerings are highly valued because they provide a superior fit and therefore superior user satisfaction. This leads to consumer preferences becoming stronger and more forcefully expressed.

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ReportsnReports – Personalization Trends in Personal Care

  1. 1. Personalization Trends in Personal adds Datamonitor Market Research Report “ Personalization Trends inPersonal Care ’’ to its store.Personal care products are being more closely aligned with consumers’ personal values,lifestyle aspirations, attribute preferences, and individual beauty requirements. Personalizedofferings are highly valued because they provide a superior fit and therefore superior usersatisfaction. This leads to consumer preferences becoming stronger and more forcefullyexpressed.Features and benefitsUtilize product, consumer, and market insight intelligence to better evaluate the marketopportunities that consumers’ personalized demands bring.Understand the implications of the personalization trend by personal care category andcountry.Identify and capitalize on the most pervasive personalization expectations shaping today’sskincare, make-up, haircare, and oral hygiene markets.Access insightful proprietary consumer opinion data highlighting the prevailing attitudestowards a wide array of beauty issues.HighlightsPeople desire products and services which are personalized to them. With nearly threequarters (73%) of consumers attaching importance to individuality and being able toexpress oneself, it is clear that individualistic desires will see personal care consumers beingdrawn towards products offering a more intimate and personalized brand experienceConsumers’ value-for-money judgments extend beyond price consciousness. For 72% ofshoppers, personalized benefits are deemed the most influential factor in deciding whether aproduct offers good value-for-money. Personalized benefits will thus serve to raise aproduct’s value proposition and promote brand loyalty.While consumers are gravitating towards narrower, highly defined products, a relativelylarge segment will continue to purchase all-encompassing products which appeal to thewidest possible number of consumers. This necessitates a diverse product/brand portfolio inorder to appeal to the differing expectations that exist.Your key questions answeredWhat are the key consumer demands driving the personalization trend within the personalcare space? How do they vary by country?What can personal care manufacturers learn from other sectors and industries in respondingto consumers’ personalization needs?To what extent do consumers’ personalization demands influence their value-for-moneyjudgements and brand loyalties?How can manufacturers better communicate personalized branding efforts to the consumer?How can consumers’ personalization demands be addressed in-store using creative andengaging retail concepts?
  2. 2. Table Of ContentsExecutive Summary[Missing title][Missing title]OVERVIEWCatalystSummaryTHE FUTURE DECODEDThe personalization trend, which captures a confluence of consumer and industry issues, willexert considerable influence on the beauty industry going forwardFour consumer and producer benefits, combined with the additional ease of customizationthat technological progress brings, will drive more personalized beauty productsCustomized/personalized benefits favorably influence consumers’ grocery productperceptions, albeit less than other in-vogue product and marketing claimsThe ability of products to effectively address personal needs is crucial in how consumersform their value-for-money judgmentsAdded personalization is not without complications and challengesKey takeouts and implications: personalization/customization is a highly influential trend inthe personal care sectorTrend: self-expressive, individualistic, and appearance-conscious consumers are drivingdemand for more personal brand experiences from beauty productsMany global citizens attach high importance to individuality and self-expressionConsumers’ drive for self-improvement, particularly in the context of “Visual Culture,” alignswith an individualistic, “me-centric” mindsetKey takeouts and implications: consumer societies which emphasize self-expression andindividuality are broader drivers in the personalized beauty trendTrend: consumers generally consider personalized products to be an enticing prospectBrands reflecting one’s personal attitudes and outlook appeal to individualistic consumersPersonalized product features significantly influence interpretations of value for moneyThe influence of a customized/personalized claim on consumers’ grocery productperceptions varies across geographic regionsKey takeouts and implications: more personalized product propositions are deemedfavorable among today’s self-expressive and value-conscious consumersInsight: personalization expectations are influenced by the category in question, brandloyalties, and a more introspective beauty consumerThe desire for more personalized/customized features depends on the type of beautyproduct in questionPersonalization needs, or at least the desire to obtain brands which effectively addressconsumers’ specific demands, have implications for brand loyalty in personal careConsumers are making more informed and considered personal care product choices, whichaligns with the trend towards personalizationPersonal care product formulations and ingredients are central to consumers’personalization needsThe growing demand for more naturally formulated personal care products is a key trendshaping beauty product purchases, and one which underpins more personalized consumerexpectations
  3. 3. The proliferation of products resulting from the provision of more personalized and targetedbenefits has broader (and potentially negative) implications which manufacturers mustconsiderKey takeouts and implications: personalization desires are inherently linked to brand loyalty,but not without wider implicationsInsight: personalized product features exert a growing influence on skincare preferencesCustomization/personalization is a mid-ranging benefit in consumers’ skincare productchoice preferencesConcerns about the appearance of fine lines and wrinkles transcend socio-demographicsSkin whitening is a core skincare concern among Asians and is gaining attention in theWestern marketsHispanics are more concerned with greasy skin and acne than their non-ethnic UScounterpartsMen are increasingly looking to take care of their personal appearance and require productswhich best address their unique skincare needsBody weight and shape concerns are influencing the slimming and body shaping skincarecategoryKey takeouts and implications: future innovation efforts must account for the fact thatskincare needs are highly impacted by ethnicity, gender and age, skin tone, and body shapeInsight: age, gender, and ethnicity are the underlying factors shaping consumers’personalization demands across the global make-up marketYounger female consumers attach most importance to the customization/personalizationbenefits of cosmetic productsTween girls value make-up products that “speak their language”Ethnic consumers represent a lucrative, yet underserved, market segment in the make-upcategoryA segment of males – albeit a small one – seek cosmetics to enhance their physicalappearanceKey takeouts and implications: segmentation by age, gender, and ethnicity will serve todrive growth in the global make-up market moving forwardsInsight: consumers value more personalized, formulation-specific haircare productsToday’s haircare consumers have come to expect customized/personalized product benefitswhich meet their specific needsAging populations are fueling the demand for “age-corrective” haircareFor consumers the health of the scalp is just as important, if not more so, as the conditionof the hair itselfEthnic consumers have their own specific haircare needsKey takeouts and implications: contemporary haircare preferences extend beyond basiccleanliness, with the vast majority expecting specialized haircare solutionsInsight: personalized products have been a prominent feature of innovation in oral hygieneCustomization/personalization benefits in oral hygiene products are more important tofemalesConsumers’ demand for white teeth is one of the most prominent trends shaping the oralcare categoryChildren display their own unique oral hygiene needsSensitive teeth are a common oral hygiene issue among global consumersKey takeouts and implications: there remains untapped potential in personalized oralhygiene
  4. 4. ACTION POINTSAction: draw inspiration from other sectors and industries and ensure a research-drivenapproach to personalized offeringsExamine innovation in other industry sectors to maximize ideationEnsure a research-driven approach to personalized offeringsAction: ensure that marketing communications exude a personalized brand auraEmbrace branding tactics imbruing a more distinctive, personable brand identityContinually explore emerging opportunities to deliver contextually relevant messages toconsumers, particularly via digital marketingMake brand/product names synonymous with the personalized, specific benefits theyprovideAction: explore opportunities against the many differing platforms that exist forpersonalized offeringsConsider a one-size-fits-all solution, especially one which clearly speaks to differingethnicitiesOffer products that closely align with consumers’ lifestyles and self-conceptEnsure that products accommodate specific beauty, ethnicity, age group, and gender needsEmpowering consumers to mix-and-match according to their own preferencesLink personalized/customized features with superior performanceAction: address consumers’ personalization needs with more creative and engaging retailIdentify the beauty needs of specific consumer segments and tailor the retail experienceaccordinglyUse non-traditional retail formats that promote customization/personalization benefitsAPPENDIXMethodologyFurther reading and referencesAsk the analystDisclaimeLatest Market Research Reports:Epidemiology: HIV – Antiretrovirals prevail as patient population growsEpidemiology: Osteopenia and Osteoporosis – On the rise as the aging population growsEpidemiology: Acute Coronary Syndrome – Now affecting primarily the oldest populationsWealth Management in France 2011Epidemiology: Stroke – Aging global population leads to more incident cases of strokeMerck & Co., Inc.: PharmaVitae ReportAbout Us:ReportsnReports is an online library of over 75,000 market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: Facebook Page:
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