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Laurence Bacilieri

“Blend it yourself”: The new make-up & skincare trends ?

In February, Shiseido announced the acquisition of start-up MatchCo inventor of a digital application that will define the exact shade of foundation depending on the complexion. The application requires no manipulation whereas, before, women who wanted a customized foundation had to go to a sales point, meet with a specialist who scanned their skin with an iPad and answer a detailed questionnaire. Then the product was shipped to their address.

BareMinerals will be the first of the company’s group to profit from this brand new 100% digital “custom blending” technology. In 24/48 hours, customers will receive their personalized foundation. As far as we know to date, consumers will be asked to pay USD 48.00 for the product and the blending.

Who better than the woman herself knows what her skin needs? Photo :  © Vladimir Gjorgiev / shutterstock.com

Who better than the woman herself knows what her skin needs? Photo : © Vladimir Gjorgiev / shutterstock.com

Custom blending is not a brand-new innovation in itself. In the years 1983/1984, Prescriptives already offered this service on its points of sale, which consisted of determining the skin’s “undertones”, while taking into account the desired coverage, as well as the complexion’s specific needs such as depigmented zones, scars, or acne. It goes without saying that the wide availability of smartphones with good quality cameras is making it easier to digitalize the whole process and to get good quality data and results.

Recently, CoverGirl announced a partnership with ModiFace in order to create a custom blending service that will be launched during the year. Lancôme tried the experience in 2015 with Teint Particulier in several Nordstrom stores, but cleaning the machine and the waiting time at the stand made it unsuccessful.

Less high-tech but easy to use, Clinique has just launched BIY, Blend it yourself. A line of 12 liquid pigments that you mix with your favorite moisturizer: one drop to give a highlighter effect, and up to three drops to customize the coverage. The mini flacon (20 ml) enables creating daily customization at a low cost. Other brands have launched products in this market segment such as Cover X Custom Enhancer Drops, which mixes with foundation, primers, serums, or moisturizers. Its universal shades match all complexions or Hard Candy Glamoflauge Mix-in Pigments Make-up Drops. The progress in formulating emulsions and the evolution of pigment sizes has helped make the mixtures easy and homogenous.

This trend toward women’s active participation is confirmed in skincare products as well. Clinique has always chosen to present its last launch Fresh Pressed in an extemporaneous packaging. The client unleashes the mixture of vitamin C, because the use-by date is only 7 days. Clarins was a pioneer with My Blend and met immediate success with its self-tanning boosters and slimming products. The Addition Concentré Eclat is a concentrated self-tanner that combines with its day cream for a personalized healthy-looking complexion.

The history of cosmetics is also written behind the drugstore counters. With the experience of 165 years in the area of pharma-cosmetics, the American brand Kiehl’s returns, in some way, to its fundamentals with the line Apothecary Preparation. A concentrated base, identical for all customers, but customizable, using two active ingredients chosen in a range of five boosters - one anti-wrinkle, one softener, one anti-redness, a brightener and a pore reducer.

Who better than the woman herself knows what her skin needs?

Laurence Bacilieri - Cosmetic Ressources

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  • Custom blending is not a brand-new innovation in itself. In the years (...)
  • In February, Shiseido announced the acquisition of start-up MatchCo (...)
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about Laurence Bacilieri
Laurence Bacilieri

Laurence Bacilieri has been an expert in the cosmetics industry for over 30 years. Among her experiences she was a beauty expert for a US television show, journalist for trade press and senior consultant for Mintel Group. She holds an MBA from Columbia University and speaks English and French fluently.

100 % focused on cosmetic market intelligence, she founded Cosmetic Ressources, a Marketing Intelligence consulting firm specialized in beauty, new products trends and consumer insights.

She helps companies triumph over their product development and marketing challenges.

Website:
http://cosmeticressources.org

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