December 14, 2018 / Consumer

Ultra personalisation is the new black… Or orange, or yellow?

In a world where we can ask Alexa for hair care solutions, brands need to embrace the power of the informed consumer with ultra-personalised focus.

Establishing an emotional connection with consumers is becoming increasingly important. by creating meaningful experiences and products that build rapport, (see our Kinship blog).

Choice and individualism is what consumers are craving.

Standing out from an ever expanding crowd is key for both brands and consumers, with customisation and personalisation leading the way forward.

Brands like Function of Beauty utilise a consumer’s love for a personalised product and the ability to get lost in a Buzzfeed quiz. After answering a questionnaire about your hair, you customise both shampoo and conditioner to perfectly suit your hair. You can even customise the colour and strength of smell to perfectly suit your preferences.

In similar fashion, Gucci brought out a range of personalised cardigans and knits with a woven initial in diverse colours. An integral part of the DIY range, the knits encompass how a luxury brand can incorporate a personalised touch, while retaining brand truths.

The beauty industry is booming with personalisation, with more brands to follow suit in 2019. LancĂ´me recently combined personalisation and experience, to launched a custom made foundation only made in Harrods. With a machine that scans your skin to match your exact tone, and produces a foundation to made you shade, the service is completely unique.

A study by Evergage found that, 61% of participants said personalisation has helped them achieve a superior customer experience, resulting in 57% of this group achieving increased visitor engagement.

Customisation should become more than just an email citing your name, but an exercise that uniquely bonds the consumer with the retail experience.

Key Takeaways

  • Personalisation creates a unique opportunity for brands to build a relationship with the consumer and analyse their choice and purchase preferences.
  • Personalisation will become part of customer experience, an expectation of individualism further the luxury experience.
  • Consumers are craving to be recognised as individuals and feel included by brands and larger systems. Personalisation allows a consumer to feel ownership over purchases and recognised as more than a statistic.
  • Moving forward we should look towards furthering this by creating multi-sensory experiences that are personalised and unique to the individual.