The 43-piece genderless product line encourages users to create everyday personal care products – such as cleansers, serums and moisturisers – from scratch. Each one of these ‘base products’ is unscented and free from actives – serving as a blank canvas.
All of the formulas can be enhanced with ‘add ons’, including essential oil mixtures, exfoliants and fragrances – all of which create the ideal blend for an array of skin types and environments. For example, the Green Goddess Add On contains concentrated green tea extract – an antioxidant that provides protection from pollution and UV rays.
Emulsion has developed an online questionnaire designed to help consumers find a suitable product and blend – using details such as skin type and fragrance preferences. The mix-and-match format of these products encourages users to supplement each base with a new active every day.
An extension of this personalised strategy could be an analysis tool that visually assesses and tracks the skin’s health. We predict this will be a bankable opportunity for brands like Emulsion – the global beauty devices market is expected to reach $94.3bn by 2023 (P&S Market Research, 2017).
In addition, gender-neutral beauty is a fast-developing category, with 27% of British men saying they would buy cosmetics if they were branded as gender-neutral (Future Thinking, 2018). For more examples of genderless branding, see The Gender Agenda, The Phluid Project: Gender-Neutral Shopping and Instagangs: Asia’s Genderless Beauty Idols.
To read more about personalised beauty, see Mainstreaming Bespoke Beauty, Future Beauty: Perfecting Bespoke and 10 Tech Trends to Watch in 2018.
First published on Stylus