Customizable beauty products: the trend of made-to-measure cosmetics - iO Donna

Customizable beauty products: the trend of made-to-measure cosmetics – iO Donna

Fspecific hormones, highly performing and tailored to the needs of each skin. Olfactory notes that reflect tastes and characters. Make-up colors created specifically for your skin or dresser. Today cosmetics and make-up, but also perfumes, increasingly embrace the concept of “tailor-made” and personalization. The skincare mixes active ingredients based on the analysis of the skin, the perfumes are composed with personality tests, the lipsticks are “sampled” from photos, flowers, clothes of the heart. For highly customizable beauty products.

Customizable beauty products, how and why

At the beginning they were the perfumers, the creators of fragrances, who after long chat with the customer translated personality, emotions and memories into perfume. A concept, that of bespokeof the taylor made, which from perfumery, and before that from tailoring, has now also moved to cosmetics and make-up.

I beauty brand of personalized and customizable products are developing at 360 degrees in the world of cosmeticsfrom skincare to hair care to perfumery.

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At the base of a cream there can be not only the analysis of the skin but even the DNA. Il mascaracan have a specially molded brush for your eye morphology. And the perfumecan be composed in based on your character or mood.

Customizable beauty products, “tailor made” for all

In short, the option of a beauty case custom-made it is increasingly popular and democratic. A trend that had already been noticed in 2020 when the marketing agency Mintel highlighted how customers began to demand greater attention from brands to their expectations or problems.

Customizable skincare brands

This is the case of Dermalogica which has been reading customers’ skin for over thirty years. In fact, through technology Face Mappinga combination of Western epidermal analysis techniques and Eastern methods of reading the face, you not only get to decipher which is the most suitable skincare but also to develop a series of treatments aimed at pollution or lack of sleep.

The doctor Ruthie Harper has developed an examination that provides, through a swab placed on the cheek, theanalysis of the genetic heritage of each one: from the results, the product protocol of his SkinShift, “skincare brand DNA based”, is formulated, for now available in the States. Avant-garde or taste of the future?

Already appreciated in Europe, there is the brand instead Emo Paris: “Ma Creme” and “Mon Serum” are formulated following an accurate analysis of the skin with different lights, from polarized to blue, on the basis of which 40,257 formula options are combined. “Each woman is unique, each skin is specific”, is the motto of Michel Karam, doctor of micro-electronics who founded IOMA in 2010 with a conviction.

Other well-known names in cosmetics, such as Skin Inc, Ora Skincare, Dermolab, but also Clarins and YSL Beauty, instead they choose the path of booster: these are small extra highly concentrated serumsoften with practical pipettes, from choose according to your needs and add to your skincare routine to enhance it or solve even very specific needs.

Yves Saint Laurent Beauty e il nuovo Rouge Sur Mesure

Not the classic lipstick. Rouge sur Mesure by YSL Beauty is the first totally personalized and smart lipstick, patented by Perso, which allows you to create unexpected and unique shades. They fit inside the device three color cartridges, all equipped with artificial intelligence that calculate the opening date and therefore the expiry date and the amount of product still inside, based on four families of red, orange, nude and fuchsia color. Once charged, the device creates your own shade by also calculating the amount of product needed to make up your lips.

Also, through the app you can try ModiFace, the technology that allows you to create and preview new colors before making them with Rouge sur Mesure.

Shampora, tailor-made products for each hair

There is cute and cute. A truth that is the concept of Shampora, an Italian start-up founded by Irene Gullottarecently entered the list of Forbes of the under 30s to keep an eye on.

Thanks to a technology that allows analyze the hair in all its needs and trichological characteristics, the start-up promises formulations perfectly suited to the person’s hair and lifestyle.

Just a quick, but accurate, online test on habits, characteristics, types and problems of your hair. The product is then sent directly to the customer with a tracking code and a list of ingredients.

Ozmee, the mascara with a personalized brush

Today it is also possible to have customized mascara. The brand takes care of it Ozmeeof the entrepreneurs Katia De Martino and Catherine Castillon, who have created a cosmetic software capable of identify which of the different eye morphotypes each buyer has, so as to guarantee the mascara from the simply perfect brush.

Their “Morphodiagnosis ”performs a facial analysis following five parameters – length, volume, quantity, thickness and curvature – of the lashes so as to create a real tailor-made mascara.

Posh, the perfume created based on the personality test

Last but not least, Posh, a new completely Italian olfactory business idea that offers the scent of the heart, simply made to measure.

Through a detailed online questionnaire, clues are provided for make your perfect perfume compose. Not only for olfactory notes, but also in the bottle, in the cap and in any initials to be engraved. What comes home then is a surprise. And here is the beauty.

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