Devices enabling consumers to digitally record their personal characteristics will be the future of personal care, claim scientists.
Product development firm Sagentia says at-home or in-store assessments of phenotypes (physical characteristics and habits) are set to be game changers within the industry.
Consumers are already seeking personalised experiences and products from the beauty sector, but the company is urging brands to do more.
It says brands are capable of integrating diagnostic capabilities with user-friendly devices enabling them to make personalised product recommendations at scale.
The digital phenotype data could also be used for product development and marketing strategies for better relationships with consumers.
“There are many factors to consider when designing these devices,” said Dr Neil Campbell, Sagentia’s Vice President. “A simple consumer phenotype measurement needs to be obtained and analysed, then the results enter a cloud-based system and a diagnostic algorithm pinpoints the most suitable product.
“Each of these stages requires careful thought to ensure the process runs smoothly and adds value to the consumer. But technical considerations are only one part of the equation. The look and feel of the device also needs to be aligned with the style aspirations of the target market.”
According to the firm, Dove is a forerunner in digital phenotyping.
The Unilever-owned brand released the Dove Advanced Diagnostic Instrument (DADI) – a phenotyping device for its hair care business in 2012 - that measures the level of hair damage.
