Beauty brands continue to create more customized formulations for consumers, adopting new technology and refining methods to do so.

A recent study found that 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience, while Accenture found that 75% of consumers are more likely to make a purchase when recommendations are personalized to them, propelling the push for brands to personalize and differentiate offerings.

Last year, L’Oréal launched Perso, its AI-powered device to formulate and dispense personalized skincare, lipstick, and foundation. The Perso app crunches data on a user’s skin condition via an uploaded selfie, environmental conditions via location data, and user-inputted skincare concerns to dispense custom formulas through the device.

Johnson & Johnson has also developed a range of personalised skincare systems including skin-scanning devices and 3D printed face masks, and others offer DNA testing kits that can create recommendations or personalized products based on users’ genomic skin traits.

Whilst there are some concerns over the information being gathered by brands, and the need to ensure privacy policies are robust, personalization is a trend we can expect to continue to see as brands look to demonstrate differentiation and innovation.