Online Exclusive: Customer-ization
Beauty is taking customization one step further by exploring ways for the consumer to build their own personal narrative through new packaging choices.
By Sophie Maxwell

Beauty has always been a polarized marketplace but now more than ever we are seeing a landscape seemingly thriving on – or actually maybe confused by – contradiction?

Jouer provides beauty products encased in interlocking packaging.

At one end we still have the successful brand giants, at the other the equally successful (comparatively speaking) and growing breed of artisan brands. One of the key components of the success of the artisan brand is the telling of its story – primarily through its innovative packaging design – and how this connects the people behind the brand with the people of its audience. And whilst brand narrative remains significant, what is becoming more prescient is just how brands can meet the needs of the masses by capturing the imagination of the individual on an even more personal and one-to-one level.

From an industry pioneering in bringing product customization to its consumers – from fragrance to foundation – beauty is now taking this one step further by exploring ways for the consumer to build their own personal narrative through what we are terming ‘customer-ization’ and new customized packaging choices.

Palettes with interchangeable shades are nothing new…but cult US range – and just launched in the UK – Jouer Cosmetics provides a complete make-up kit with an ingenious line of products encased in interlocking packaging. Bronzer, eyeshadow, blusher and even lipgloss slot into a neat plastic rectangle. You can chop and change colours according to the occasion and can even put two products on top of each other.

Sephora’s Colorista Custom Makeup Palette has pop-out metal pans and magnetic backing.

Sephora has also coined this with its Colorista Custom Makeup Palette – with customizable pop-out metal pans and magnetic backing, you can switch out the mini palettes and create your own portable compact. Whether you want only certain shades for on-the-go touch-ups or the whole shebang, every base is covered.

Yes, it is still starting from a prescriptive and formed viewpoint but it is unique in its function and aesthetic as the consumer interacts – and creates – with it. Ultimately, it’s not about the limited edition or just a customised collection but about controlling choice and focus in some way and finding new and pertinent ways to weave this element into the packaging design.

Today’s consumers are already – although maybe subconsciously – living in this way. From metal kits to building online profiles, consumers are increasingly becoming curators – inspired by a story but more able and confident to put together their own style through customising brand involvement and brand choices. With reports of contactless transaction technology hailed as the universal future for retail, the way we do actually connect with the brand takes on increasing importance. And ultimately, the success of beauty branding moving forward would seem to suggest a perfect balance of inspiration, individuality and emulation – products and experiences we can build our own story around that start from a prescriptive but original viewpoint.