A review and future gazing

In our paper The Future of Cosmetics and Beauty: This time it’s personal we explored the change in consumer preferences and demands towards a drive for more personalised and tailored products and experiences.
 We reflected on our work with some of the world’s leading personal care brands and have seen how this drive for a personal experience has been – and it likely to continue - shaping the future of cosmetics and beauty.

A fundamental challenge to this trend however is how mass-market brands will innovate to deliver such a personalised experience. One approach is likely to be in the ongoing development of products backed by tangible scientific insights which can deliver stronger product claims and results building more trust, transparency and a closer bond between brand and customer.