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Customized makeup case study: capitalizing on consumer individuality demands

Published by: Datamonitor

Published: Nov. 27, 2008 - 193 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The rise of the individualism trend is impacting the cosmetics market
Prescriptives: counter created bespoke skincare
Clarins Dr Olivier Courtins My Blend: medically inspired skincare
Revlon Custom Creations: affordable customization
Customization could be hit by the credit crunch
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Four key personal benefits as well as the additional ease of customizing have driven the trend toward more personalized consumer packaged goods
Figure 2: A growing number of global personal care product launches have been marketed as having customizable benefits (SKU count launches as recorded by Productscan)
Figure 3: Prescriptives offers two customized services: Colorprint foundation and Custom Blend makeup
Figure 4: Clarins' Dr Olivier Courtin's My Blend range
Figure 5: A number of skincare brands promote themselves as 'doctor' brands to emphasize a professional approach to skincare
Figure 6: Revlon and Avon both launched customizable, mass market cosmetics in 2008

Abstract

Introduction

This report on customized makeup forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at Prescriptives, Clarins Dr Olivier Courtins My Blend and Revlon Custom Creationstential, analysing how the rise of the individualism trend has encouraged a growing number of brands that tout customizable benefits.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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