From cream to lipstick, everything is now personalized or at least can be. Like many others, brands such as Guerlain offer their customers compositions to create “down to the smallest detail”. To better understand the craze around this type of consumption which is now in vogue, 20 minutes took a closer look at the tailor-made phenomenon.
Tailor-made allows us to better meet customer expectations
By offering hyper-personalized care, brands more easily target consumer expectations and better meet their requirements. It is with this in mind that Christelle Percheron created her brand of tailor-made lipstick, Bâton Rouge Paris. “As a consumer, I often struggled to find lipstick shades that I loved. And when we order on the Internet, we can quickly be disappointed when we realize that it doesn’t look the same on us as on the model,” confides the founder of the brand to 20 minutes.
“According to our study, 78% of our customers turn to our tailor-made offers,” Laura Legendre, training manager at Deep Nature, told our newspaper. According to the latter, this success is reflected in different ways. Firstly because the customer feels “special”: he has the impression of receiving a unique service that he will not receive anywhere else. In addition, their expectations are better met since the offer is hyperpersonalized. “The customer has the impression of feeling unique, he feels taken into consideration,” continues Laura Legendre.
A better brand loyalty strategy
But it’s also a win-win bet. By offering tailor-made products, brands quickly discern consumer expectations, and therefore build their loyalty more easily.
Unlike a formal massage, the personalized massage at Deep Nature will be done according to the desires, mood, emotions and preferences of the person. “We ask the following questions to establish a true diagnosis: How are you feeling today? How would you like to feel at the end of the treatment? Do you prefer to drain, rather to feel relaxed? What smells please you? Do you have an area you would like me to focus on and why? etc. », explains Laura Legendre, before continuing: “it improves the entire customer journey. The consumer has an experience.”
At Bâton Rouge Paris, twenty minutes are devoted to consulting with a make-up artist in order to define the texture of the lipstick (solid, liquid, etc.), its finish (matte, shiny, etc.), its perfume and obviously the ideal pigment in depending on the person’s skin tone and tastes. Then, in just ten minutes the product is produced. “We modulate the color until we find the desired color. We can even reproduce the color of a lipstick if the customer takes it to the store,” explains the founder of the brand.
A more thoughtful mode of consumption
Beyond customer relations, this mode of consumption also makes it possible to limit compulsive purchases or purchasing products that ultimately do not suit you. Which can often be the case with cosmetic products for example.
By offering personalized creams or masks, brands like Deep Nature also make it possible to avoid unnecessary purchases, as Laura Legendre states: “it gives meaning to consumption, we think more before consuming and we ask ourselves question ‘why do I want it’? Support from A to Z which also helps to avoid marketing pitfalls.