Customisable cosmetics: The trend on LG H&H’s lips
The leading South Korean cosmetics and personal care company is set to launch ReMede by CNP, providing consumers with the opportunity to customise and purchase skin care products based on their individual skin types.
Perfecting the bespoke process
The company will mark the brand expansion by opening an official outlet in popular and busy shopping area near Ewha Womans University, western Seoul, South Korea.
Interested consumers will be encouraged to book an appointment for a one-on-one counseling and skin diagnosis with a dermatology expert in-store. Based on the skin diagnosis results, customers will be given a uniquely designed Serum Ex only for me, bespoke to the individual consumer’s skin type and condition.
This serum will be formulated by combining one of three types of base serums - skin control, rebalancing and moisture boosting - and an ampoule serum, which comes in five varieties based on skin ailments for: pore care, facial lifting, wrinkle care, trouble care and skin whitening.
Once created, the customer will receive the selected serum with a specific product number and name to encourage future purchases.
LG H&H has emphasised that the entire process from initial testing to complete customisation will take approximately 40 minutes.
Propelling personalised products
Personalised cosmetics is an area that is seeing considerable traction in the beauty sector in 2017, with Shiseido’s recent acquisition of customisable beauty app developer MatchCo emphasising consumer demand for customised beauty choices.
The Institute of Personal Care Science has also highlighted this leading trend as a key one to watch this year and anticipates it will create new product development opportunities and optimise the customer service experience for consumers.
Predicting the market’s direction, Belinda Carli, Director of The Institute of Personal Care Science, highlighted that many brands will and should focus their R&D and subsequent marketing efforts on producing “a base serum, cream or crème gel to suit [the] target market needs in a pack with concentrated ‘active’ serums to add to the base to suit their skin needs at any given moment”.
Timely acquisition
The personal care giant’s latest offering builds upon its KRW 54.2bn (€43 mn) 86% stake in Korean cosmeceuticals name, CNP Cosmetics, in 2014.
LG H&H made the business decision based on the growing interest in cosmeceuticals — the pairing of cosmetics and pharmaceuticals in products that contain ingredients affecting the skin’s biological functioning. It is hoped that ReMede by CNP fuels further growth in this area, following the success of its prestige brand for anti-ageing, CNP Rx, launched in 2016.
