How personalisation helps prevent 'buyer's remorse'

Personalisation in cosmetics and personal care continues to drive markets around the world, and the US is no exception.

According to Kline’s Cosmetics & Toiletries USA report, high-growth brands that manage to capitalise on personalised approaches have been key contributors to sales of cosmetics in 2015, which have grown 3.8%.

But what is it about personalisation that has consumers hooked? Kline Analyst Kelly Alexandre told Cosmetics Business: “With so many different brand and product options, personalisation helps consumers gain confidence in new purchases, preventing ‘buyer’s remorse’.”