This is why Providing Personalized Matches is so Important
Personalized Matches for your beauty consumers is a concept sweeping not only beauty but all industries as consumers are exercising their voices by taking control over their purchases and doing more research. Out of all the industries, the beauty industry is where most information manages to escape consumers and leaves customers not knowing what they’re using on their skin or even hair. The beauty industry is filled with influencer sales and trends, where, as consumers, we don’t know what’s good for us because we don’t trust the information given by brands, therefore we follow influencers who are supposed to be vouching for normal people.
Consumers have to take much of the responsibility of really researching because brands don’t provide enough information about what’s suitable for their skin instead of being able to trust brands to provide them with the right information and the right products. In other words, the lack of trust in brands induces this anxiety in consumers making retail therapy a nightmare because, first, have to research everything we want to buy as to not get caught by margin-based sales, and second we have to be conscious in the brands we support- whether they have a system based on clean beauty or if the brand aligns with our values as an individual.
All this work instead of enjoying the retail experience, everyone talks about the pressure on brands to deliver and keep up with trends but what about all the pressure on consumers because some brands fail on providing Personalized Matches?
image by Amplitude Magazine
Personalized Matches can refer to providing your consumer with the individuality they seek by giving them product matches that’s just for their skin needs, types, allergies, providing the appropriate products to those seeking clean and cruelty-free products. Therefore, there are many types of matches i.e many different ways brands can build trust with their consumers by proving them with an easier way to find what they need. The core of Personalized Matches in beauty, it is about putting your consumer’s needs first by providing them with information about your products that they can understand. It’s no good providing a long list of chemicals in a toner, serum, moisturizer, or make-up product, but as consumers, we don’t understand a thing about those chemicals or any of those ingredients, their effects on oily or dry skin type? does it counteract aging? what does it do for me? This type of last-minute transparency is like a founder promoting their cosmetic brand to consumers but not wanting to use it themselves. Personalized Matches promotes honesty which promotes the great brand and consumer relationship which also then promotes an increase in loyal customers.
2. Personalized Matches also emphasizes the responsibility brands must have and must be held accountable for in order to provide the best service for their consumers. Why should it be consumers responsibility to research your products instead of just providing honest recommendation, to begin with, in a dream world, customers walk up to a beauty counter, pick out a product recommended by the salesperson at the cosmetic counter who gave them an honest, not OPINION but FACTUAL advice because they have the correct knowledge about the product composition and skin types it suited for, and maybe, just maybe its sustainability status. No margin-based, agenda sales just honest recommendations.
Here are some stats, 40% of consumers feel that they don’t get enough information from their brands, while 60% want brands to identify the source of the ingredients inside the products they use. In another study, 48% of consumers feel uninterested when the content is not about or for them. This is all proof that consumer voices are getting stronger, its a fact that millennial and Gen-Z consumers are more opinionated than the boomer generation, this provides brands with the opportunity to listen to their consumers by simply asking, once you communicate honestly and base your consumer relationships on transparency, you automatically attract the right type of consumers for your brand. For example, The Drunk elephant is a clean beauty endorser, they even coined the term “the suspicious 6” which are 6 ingredients (alcohols, chemical sunscreens, silicons, fragrance, and dyes) that you will absolutely not find in their products because they disclosed this information the customers they attract will be those who swear by clean beauty.
Personalized Matches should be the first line of communication with your consumers which may be the most important form of communication there is. Being transparent from the get-go paves the way for growth in sales, product variety, and strong consumer relationships.
Luckily at Skin Match Technology, we have become the leading swiss start-up to provide brands with the opportunity of giving their consumers Personalized Matches with our host of AI solutions, just book a demo!
