How personalisation helps prevent 'buyer's remorse'


Cosmetics consumers are hooked on the trend for personalised products and advertising

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’.”

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