The Beauty industry is ahead of all industries in personalization, mainly because products are impossible to standardize for the infinite number of skin and hair tones and types. Yet Beauty brands’ success at data capture highlights another challenge of personalization – too many pieces of data. Beauty brands have the highest number of available responses for each field. The average beauty brand provides options for nine skin concerns, eight skin tones, and eight hair colors. L’Oréal Paris has five consultative tools that can extract 148 data points for every consumer. The results can be overwhelming: L’Oréal has more than twenty octillion possible personas based on available responses to its questions. The challenge for Beauty brands is no longer data collection, but rather how to use this information obtained from consumers effectively.
L’Oréal has been able to offer dynamic content and personalization efforts based on its data points, and extend the information to other digital marketing assets such as email. Customizing each consumer interaction continues to be one of the biggest challenges of personalization, cited as the top-three by close to half of decision makers.
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