Not long ago, Atolla, an American customized skin care start-up brand, received US$2.5 million in the financing, led by private equity fund Lyra Growth Partners.
Atolla adopts a monthly subscription model, trying to identify skin health problems through machine learning to achieve the ideal skin condition of consumers. According to the customer’s skin history, problems, and lifestyle, through the data system, the essence with the most matching ingredients and concentration is customized for consumers; in the future, they will continue to help women detect skin conditions so that they can collect products in different environments. Different skin conditions will have different effects. Data on the effects of skin use are constantly being refined and adjusted.
The birth of a successful brand often implies some factors that conform to the law of success. Customized skin care start-up brand Atolla is a brand that uses machine learning algorithms to repair problem skin and customize skin care products for users. So, is custom skincare really profitable? We can talk about how “customized skin care” has become a blue ocean in the beauty and skincare industry.
With consumption upgrades, major brands have entered the customized skincare market
Atolla aside, many major beauty and skincare brands have explored the frontier of personalized skincare over the years.
Japan’s Shiseido launched the “Optune” personalized skin care system, which can “customize personalized skin care by taking pictures”. The mobile phone application can measure the current skin condition by taking photos of the skin, and can also make an objective judgment based on the weather and temperature. By re-analyzing these factors, you can get the skin care products that are most suitable for the environment and skin condition of the day. The algorithm can derive a personalized skin care model that adapts to the real-time skin environment of customers, saving time for stores to purchase skin care products.
Not only that, European consumer goods giant Unilever conducted a strategic assessment of its beauty and personal care brands, and believed that the skin care industry’s understanding of skin needs is too narrow, ignoring the relationship between skin and health, lifestyle, and living habits. Relationship. Environment, launched Skinsei, a direct-to-consumer, health-inspired personalized skincare brand. Filling out the questionnaire on the official website, the content questionnaire mainly includes living habits. With these questions, you can get a general idea of the state of your skin. After filling in, the website will customize a personalized skin care program for customers based on the answers. On the homepage of the official website, Skinsei can see that the brand emphasizes meeting individual needs.
It can be seen that the trend of private customization is gradually emerging in skin care products. It is not just a competition among big brands, but a large number of cutting-edge brands will participate in the future to create personalized, precise, and professional products. Customize your tagline.
The concept of skin care is becoming more and more rational, and “personalization” means luxury
Skin is like a fingerprint. Different skin concerns require different skin care products. As people have higher and higher requirements for skin care, traditional skin care products can no longer fully satisfy the skin quality that varies from person to person. At present, the skin care products on the market are basically mass-produced, so for shopping malls, personalized skin care can increase their own advantages.
According to Mintel’s 2022 World Beauty Industry Trend Report, the beauty industry must meet the individual needs of consumers in the future. Therefore, personalized and customized skin care is also a real rigid demand. Judging from market feedback and demand, customizing skin according to individual skin problems may become a new trend. In the future, the skin care product customization market may become the next battlefield for the skin care industry to seize the market.
Women prefer their own personalized and customized products, but according to consumer surveys in global markets, “personalization” means luxury. On the one hand, high cost is the biggest difficulty in private custom skin care. For brands, in addition to production costs, one-to-one store services also need to occupy hidden costs. For our consumers, only a minimal number of people can afford “product customization” in the true sense.
On the other hand, the safety and stability of the formula is also a point that private customization has always been questioned. Some people in the industry said that formula milk must undergo multiple tests before it can be marketed.
The beauty economy tends to be customized or will become the next outlet
According to the latest data forecast, by 2023, the cosmetics market is expected to reach 806 billion US dollars, and its rapid growth is inseparable from the investment in artificial intelligence in the retail sector. AI spending in retail is expected to top $7.3 billion by 2022. The accelerated integration of technology and beauty makeup has allowed major brands to accelerate their deployment of product innovation and personalized skin care.
Looking at the competitive environment of global skin care products, the precise skin care model of “customized skin care” just caters to the needs of women’s skincare consumption upgrade, and will undoubtedly be a big demand in the future beauty market.
The prospect of private customized skin care is obvious to all, but it is not an easy task. In China, the personalized skin care product customization market is not very mature. It seems that many companies are doing it, and many products have emerged, but in fact the good and the bad are mixed. In the long run, in addition to experience, private customized skin care brands must have ace weapons such as product and service pertinence, price competition, and safety, in order to truly open up the beauty industry big data market.
“One person, one party” customization has become an unstoppable new trend in the field of beauty and skin care. I believe that with the brewing of the market and the development of many brand companies, customized skin care will inevitably be impossible in the future, and the future is immeasurable.
