Democratising Personalisation in Health and Beauty

Democratising Personalisation in Health and
Beauty
July 2021
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The data included in this report is accurate according to

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at time of publication: July 2021
Contents
Introduction
Examining Democratising Personalisation in Health and Beauty
Meeting Consumer Needs
Conclusion
Introduction
INTRODUCTION 5
Scope
Interest in personalised approaches to

health and beauty has surged since COVID-
19, as improvements in technology have
been met by a more accepting public
focused on health outcomes and
demanding products that fit their unique
goals. Personalisation is becoming a
Access to data Transparency Spectrum of Product and mainstream proposition, as the industry is
and suitability solutions service mix able to build actionable, quality data more
quickly and effectively through network
effects and as larger, more established
players enter the space through
Democratising Personalisation in Health and Beauty has been identified by industry leaders and acquisition or investment.
through our global analyst network as one of the most important themes for our clients,
particularly in the beauty and personal care and consumer health industries. Disclaimer
Much of the information in this briefing is of a
In 2021, long-simmering personalisation trends are set to decisively shift towards mass statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
acceptance. Personalisation has generated innovation for several years among premium brands Euromonitor International cannot be held
and services, offering value by providing products truly designed for the consumer. These tools responsible for omissions or errors.
are only becoming more sophisticated and are now being met by widespread demand for more Figures in tables and analysis are calculated
from unrounded data and may not sum. Analysis
ownership of one’s own health and beauty, activated by the Coronavirus (COVID-19) pandemic, found in the briefings may not totally reflect the
pointing the way towards the democratisation of personalisation in short order. companies’ opinions, reader discretion is advised.
INTRODUCTION 6
Key findings
After years as a niche premium product, personalised health and beauty is closer
Personalisation in health and beauty is than ever to extending its offer towards the mass marketplace by taking advantage
on the cusp of mainstream interest of iterative improvements to technology and wider consumer willingness to engage
with such products.
This broader consumer movement towards interest in personalisation derives from
COVID-19 demands are pushing the demands brought about by COVID-19, especially around the centralising focus
broader interest in personalisation on health outcomes, lifestyles and nutrition. In this way, the COVID-19 era has
provided the foundation for a more mainstream version of personalisation.
Transparency and suitability offer Mass-orientated products are deepening segmentations by age, gender,
consumers varied entry points to race/ethnicity and hair and skin types, and personalisation only deepens the range
personalisation of possibilities, with ample opportunities to attract consumers across a range of
traits and ethical considerations.
As personalisation moves closer to the mainstream, greater distance will be placed
Segmented offerings will stretch across the spectrum of these products, with basic segmentation and simple
personalisation from mass to premium diagnostics available to most, with more innovative and sophisticated
personalisation approaches such as biologics/genetics in the premium offer.
Acquisitions and investments in Recent acquisitions by companies like Bayer and Nestlé and investments by
personalisation push movement to companies like Beiersdorf, L’Oréal and Sanofi allow personalised products to sit
massification closer to mass-orientated portfolios and provide them with greater access to the
scale, marketing and R&D that will likely sustain a wider audience moving forward.
INTRODUCTION 7
2021 growth in beauty and personal care/consumer health expected; personalisation looming
The COVID-19 pandemic has made its mark on beauty and personal
Retail Sales Growth, Beauty and Personal Care and
care and consumer health in drastically different ways. The beauty
Consumer Health, 2018-2025, Baseline and
marketplace was battered in 2020 by macroeconomic uncertainty,
Optimistic Scenarios
social distancing and home seclusion, and the resulting cutback in
5
beauty and self-care regimens. For consumer health, aggregate growth
4 in 2020 was consistent with growth across the review period, although
3 COVID-19 scrambled the categories that performed well, with those
2
promoting prevention, immunity, active nutrition and wellness
Y-on-y growth %
(especially vitamins and dietary supplements (VDS)) outpacing the rest

1
of the industry.
0
In 2021, expectations for both industries are much higher, with a full-
-1 bodied rebound likely for beauty and personal care as consumers
-2 emerge from isolation and engage in behaviours familiar to their pre-
-3
COVID-19 lifestyles. Consumer health, on the other hand, is expected to
show broader-based growth, although interest in and expectations
-4
around VDS will continue to develop.
2018 2019 2020 2021 2022 2023 2024 2025
Beauty and Personal Care The concept of personalisation is tied to the near-term prospects for
Consumer Health both industries. As consumers have access to more data about their
Beauty and Personal Care (Optimistic) health and beauty, they are expecting more from the products with
Consumer Health (Optimistic) which they engage. As a result, 2021 will likely see broader adoption of
these techniques across a wider array of consumers.
Examining Democratising Personalisation in
Health and Beauty
EXAMINING DEMOCRATISING PERSONALISATION IN HEALTH AND BEAUTY 9
Democratising Personalisation in Health and Beauty

COVID-19 has activated widespread demand for more direct ownership of one’s data. Innovation will proliferate around sophisticated tools
that will unlock access to personal information of all kinds.
Exploring Personalisation in Health and Beauty

Consumers have gravitated towards bespoke products and services Global Consumer Views on Status and Consumption,
for time immemorial, driving interest in one-of-a-kind offerings from 2021
fashion to foodservice. Demand for customised brands stems from
the widespread desire to be distinct from others, to engage with the I like to try new products and services
new and cutting-edge, and to engage with products meant for you
I extensively research the products and
and no-one else. services I consume
Only in the review period did the interest in personalised I only buy from companies and brands
approaches penetrate into the marketplace for health and beauty. that I trust completely
There are supply- and demand-side factors for this evolution. On I want products and services that are
the supply-side, improvements in technology and data collection in uniquely tailored to me
the form of wearables, monitors and artificial intelligence and
I like to be distinct from others
digital learning-based tools have offered consumers more data
about their body, health and lifestyles, and at the same time, more I want to engage with brands to
concrete solutions to address concerns that arise from this influence product innovation
information. In addition, enterprising companies in health and I prefer branded goods to non-branded
beauty have iterated their approaches for personalised products, alternatives
allowing prices to come down enough for these products not to
serve only the most niche luxury consumers. These dynamics open I like to be actively engaged with brands
up the potential for the marketplace for personalised health and

0% 20% 40% 60% 80%
beauty to serve more customers and integrate these offerings
% respondents agreeing
directly in the daily routines of consumers of all types. Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, 2021,
Personalisation in Health and Beauty in-depth
Access to data Transparency Spectrum of Product and

and suitability solutions service mix
Widespread tools tied to The demand to Mass to premium Personalisation to open

consumers’ health understand what’s going solutions based on the consumers to novel
concerns, physiologies on in our bodies and the sophistication and depth solutions tied to their
and interests demand for the right of personalisation on individual needs
ingredient combination offer
for us personally
Access to data
Personalisation is downstream from data. The proliferation of sources of
data in recent years, from health trackers to diagnostic tests to artificial Attitudes Towards Technology, % Respondents
intelligence-driven skin care analysis, have allowed for innovations in Comfortable with Health Tech Options, 2020/2021
personalisation. Health and beauty products designed for a unique user
Use an online or app-based health
require detailed information on their demographics, behaviours, goals service to book a face-to-face…
and diet, among other indicators, and newer tools access these data in a
more frictionless and integrated way than previously possible. Use a fitness/personal training app
Increasingly, understanding these factors is just table stakes in designing
Personalised nutrition
a credible personalised tool in these industries. recommendations
The pace of innovation in personalisation is being met by a more Receive medical advice online or via
accepting public, especially in the wake of COVID-19 and the focus on app
health outcomes. Euromonitor’s 2021 Health and Nutrition Survey saw a DNA testing or other technology to get
jump in respondents’ comfort in a suite of technology-based services bespoke health and fitness products
around health, including using health-based apps, engaging with Consult with a therapist online or via
personalised nutrition recommendations, and even integrating genomic app
testing or similar technologies (like microbiome mapping) to inform
Use the internet to self-diagnose
bespoke health and fitness products.
Although these demands are still outside the mainstream, they have 0 10 20 30 40 50 60 70
gained steam since the onset of COVID-19, as many consumers see the % global respondents
benefit of services designed to be efficacious and tailored, with the goal 2021 2020
to keep them fit, healthy and vibrant for longer. Source: Euromonitor International Health and Nutrition Survey 2021, n=21,740
Transparency and suitability

Consumer interest in personalised solutions in health and beauty is Desired Personalised Product Features in Skin Care,
tied up in dramatically accelerating demand for transparency and Colour Cosmetics and Hair Care, 2020
trust. Mainstream brands in health and beauty are facing more 30
scepticism and pushback around efficacy, sourcing and the effects of
continued usage, that are pushing some to alternatives which
25
emphasise ethical, natural and transparent approaches.
Personalisation increasingly fits into this movement, as it offers the
20
possibility for the right combination of products for a consumer’s
% of respondents
biology. This is tied to the concept of biocompatibility, whereby
formulators are more able to cut out unnecessary ingredients, 15
provide efficacious and safe solutions, and thereby at once build
products which are both simplified and suitable.
10
The rising demand for transparency and suitability allows consumers
various entry points into personalised products, with mass-orientated
5
custom products already veering into offerings segmented by age,
gender, race/ethnicity and hair and skin type. Truly personalised
offerings deepen that perspective, with more opportunities to engage 0
with individual consumers across a range of traits, thereby building Suited to or positioned Suited to or positioned Suited to or positioned
for my hair/skin type for my gender for my race/ethnicity
trust. These concepts of transparency and suitability run hand-in-
hand, with transparent methods and sourcing underscoring the Skin Care Hair Care Colour Cosmetics
unique benefits and efficaciousness of personalised approaches. Source: Euromonitor International’s Beauty Survey 2020, n=19,563
Spectrum of solutions
Personalised offerings in health and beauty are quickly massifying, both
through economies of scale and through segmented solutions that vary
dramatically in approach, aims and ambition. Mass-orientated consumers
Mass Simple
now have segmented offerings across vitamins and dietary supplements, segmentation diagnostics
hair care, skin care and colour cosmetics, with older industry standards
based on general formulations increasingly irrelevant in a diversifying
world. At this point, basic segmentation by demographics is a middle-of-
the-road expectation for consumers of mass brands.
That said, democratised personalisation extends deeper from these basic
segmentation approaches, as the costs of more advanced diagnostics, Dispensers/ Custom
consultations and custom formulations begin to drop.
mixes formulations
Lower prices in this space are likely due to greater investment from mass-
orientated companies which have recently entered personalised health
and beauty, with Bayer, Nestlé and L’Oréal early adopters or investors in
personalised solutions. As a result, the price range of potential options in
personalisation stands to increase considerably over the near-term.
Economies of scale are most likely to come from matching simple
diagnostics with a standard menu of personalised solutions (e.g., 3D printing/ Biologics/
personalised pill packs with a set amount of ingredients), which will
benefit from network effects that produce actionable, quality data once
small batch genetics
more consumers engage with these brands.
Product and service mix

Another key component in the democratisation of personalised health and Common Approaches to Prevent Health Conditions, 2021
beauty is the incorporation of a variety of solutions aside from just the
Exercise/physical activity
products themselves. Of course, personalisation in health and beauty has
Take vitamins or supplements
always integrated solutions from diagnostic checks to data collection to
products built for an individual consumer. Increasingly, though, Follow a special diet
personalised approaches include other service elements to provide further Use an app to help coach/manage activities, exercise, etc.
customer support and improve the possibility of successful outcomes. Natural or traditional solutions
Work with a fitness coach/trainer
As a result, more personalised offerings are incorporating virtual
consultations/recommendations with professionals, whether in the form Use a device to monitor my condition
of a beauty coach, a nutritionist, a fitness trainer or an AI-led support tool. Rest/avoid activity
Some companies, like Shiseido, are merging personalisation into their Use a device to manage my condition
store design through digital advice and assistance to curate and enliven the Use cannabis
consumer’s retail experience. Some smaller services, like Vous Vitamins, Alternative medicine/therapies
are partnering with health insurance and telehealth operators to integrate See a therapist/counselor
their products into the broader wellness experience of their users.
See a doctor/healthcare provider
These solutions are currently viewed as value-added to existing premium Take over-the-counter medicine
offerings to support higher per-unit product prices and differentiate from Take prescription/Rx medicine
competitors. However, these offerings will likely succumb to the pressures
0 20 40 60 80
that will likely result in lower prices in personalisation, again with
% global respondents
economies of scale and network effects allowing for broader access to
these services, especially through AI- and data-generated offerings. Source: Euromonitor International Health and Nutrition Survey 2021, n=14,173
Democratising Personalisation in Health and Beauty in focus

Transparency and sustainability to drive
Iterations of personalised products will Innovation in science to expand spectrum
innovation in personalisation
drive down prices of solutions
As consumers get more comfortable

Increased interest in personalisation, Improving understanding of the science of
engaging with personalised offers, they
industry consolidation and iterative the gut microbiome, its interplay with skin,
will further demand products that fit
improvements in methods will likely mood and weight management, among
their ethics and require proof of any
drive down prices for health and beauty others, and targeting hormonal regulation
claims on this front, opening up
offerings, ushering in mass interest in for beauty are all areas for improved
opportunities for enterprising
such products. research moving forwards.
companies.
% Consumers Unwilling to Pay More than % Consumers Who Have Used or Are Desired Beauty Product Features: Ingredient
10% Extra for Personalised Beauty Services, Comfortable Using Microbiome Testing, 2021 Transparency, Sustainably Sourced Ingredients,
2020
2020
60
60 30
50
40 40 20
30 10
20 20
10 0 0
0 Colour Skin Care Hair Care Colour Skin Care Hair Care
Baby Generation X Millennials Generation Z
Personalised Personalised Personalised Cosmetics Cosmetics
Boomers
consultation products based products based
services on detailed on DNA testing Have used in the past Ingredient transparency
Sustainably sourced
hair/skin Have not used in the past, but would use in the future ingredients
diagnosis Source: Euromonitor International Health and Nutrition 2018 2019 2020
Source: Euromonitor International Beauty Survey 2020, Survey 2021, n=20,166 Source: Euromonitor International Beauty Survey 2020, n=19,563
n=16,418
Meeting Consumer Needs
MEETING CONSUMER NEEDS 18
Companies are meeting the needs of consumers using various strategies
Using algorithms and network effects
Embedding personalisation within social media
Combining personalisation with traditional practices
Differentiating through sustainability
DIY personalisation with devices
Acquisitions to create scale and appeal to mass audiences
Using algorithms and network effects: Beiersdorf’s O.W.N
40% of beauty consumers associate proven efficacy/benefits with premium beauty products, as per the 2020 Voice of the Consumer: Beauty Survey
Source: https://www.ownskincare.eu/
In early 2021, Beiersdorf, the second-largest skin care company in Europe, launched the Our take:
personalised brand O.W.N in selected European markets. The brand’s name refers to Personalisation in health and beauty will
“Only What’s Needed”, as the brand offers specific formulations to address individualised become more sophisticated (and more cost-
skin care needs. The brand intends to provide such personalised support in part through efficient) through more robust data collection.
data collected from a study of 10,000 Asian and European women who measured several O.W.N has leapfrogged this issue by
skin parameters daily, resulting in over 2.5 million skin measurements, and growing. By administering its own studies, and the
fusing this data with the company’s artificial intelligence-led algorithms, Beiersdorf resulting network effects allow for both
promotes the ability to build 380,000 unique formula combinations tailored directly to narrower, more individualised solutions and
consumers’ skin attributes, with the consumer required to fill out a simple skin test to likely cheaper offerings in the long-run.
orient the algorithms.
Embedding personalisation within social media: LemonBox

How do you build interest in personalised supplementation in a culture
without a history of such services? LemonBox, a Chinese start-up of
personalised pill packs, believes the answer is through intense social
media advertising. Through WeChat and Weibo, the company promotes
its high-quality imported supplement ingredients from the US and
demonstrates the value of products developed for individual health
needs. Crucially, LemonBox includes a health questionnaire directly on
these platforms; consumers can complete these surveys directly on the
company’s WeChat and Weibo accounts without having to visit the
company’s website. In addition, the company uses KOL/influencer
marketing on these apps to promote the service and drive interest in
personalised supplements among the younger professionals that are the
prime users of social media in China. By reducing the need for marketing,
LemonBox can offer cheaper subscriptions, furthering the appeal for
younger Chinese consumers.
Our take:
Integrating personalised health and beauty solutions with social media
19% of Millennial/Generation Z consumers get information about can allow companies to build engagement quickly, facilitate interest
vitamins and supplements via social media, according to among younger consumer profiles, and ultimately streamline out-of-door
Euromonitor’s 2021 Voice of the Consumer: Health and Nutrition costs that can help keep prices reasonable for new adherents.
Survey
Source: https://www.lemonbox.com.cn/
Combining personalisation with traditional practices: Vedix

Vedix, an Indian-based brand owned by digital media property IncNut
Digital, combines personalised skin care, hair care and wellness with
traditional Ayurvedic beliefs. Like other personalised health and beauty
companies, Vedix uses an online questionnaire to provide consumers with
tailored products to fit their lifestyles and health goals. Vedix is unique in
tying this questionnaire to Ayurvedic concepts like doshas; under
Ayurveda, people have three doshas present in the body (vata, pitta and
kapha) that are influential in determining a person’s physiological,
emotional and mental health. The questionnaire identifies a consumer’s
individual dosha profile and offers ingredient solutions that can bring
balance and address specific health and beauty concerns. These solutions
are approved by Ayurvedic-certified doctors.
After strong growth in India since its launch in 2017, Vedix announced in
May 2021 expansion to markets such as the US, the Middle East and
Southeast Asia, which are seeing strong interest in Ayurvedic traditions.
Our take:
Companies in personalised health and beauty would be wise to learn that
personalisation extends away from just ingredients, and is also around
According to Euromonitor’s Product Claims and Positioning database, broader lifestyles and beliefs. In this way, Vedix’s success heralds further
global consumer health SKUs with Ayurvedic claims increased 20% in growth among personalisation options that activate consumers’ core
2020
Source: https://vedix.com/ principles as well as meet narrower health and beauty concerns.
Differentiating through sustainability: Sanofi’s Livvit
65% of consumers are worried about climate change and 46% use sustainable packaging, as per Euromonitor’s 2021 Voice of the Consumer: Lifestyles Survey
Source: https://www.livvit.com/
Livvit is Sanofi’s personalised supplement option for the Australian market, launched in Our take:
March 2021. Like other personalised pill packs, Livvit provides questionnaires on health As with Vedix’s success in integrating
goals and behaviours and builds daily multivitamins based on the responses. What is Ayurvedic concepts, Livvit’s emphasis on
unique about Livvit’s offer is its commitment to sustainability, with all its products sustainability is an important signal that it
packaged in at least 80% reusable, recyclable or compostable packaging, and with a identifies with consumers’ principles and
commitment for all Livvit products to come in such packaging by 2023. The brand also beliefs. It also demonstrates that sustainability
commits to be 100% carbon offset by 2023 and be certified as a 100% carbon neutral is a key differentiator in personalisation, where
business by 2025. These goals are in line with Sanofi’s broader commitment to consumers are more likely to stick with a
sustainability goals, with recycling efforts across many of the company’s OTC and personal company that meets their ethics rather than
care lines in selected markets. one that just sells them a product.
DIY personalisation with devices: L’Oréal’s Perso

Personalisation in health and beauty is also advancing through devices to
give the concept a hands-on and DIY feel. Perso from L’Oréal, launched for
limited pre-sales in first quarter 2021 (with a worldwide launch in Sept
2021), consists of a smart at-home device to deliver bespoke skin care
products and cosmetics, starting with Yves Saint-Laurent-branded
lipsticks. The device is tied to a mobile app that analyses smartphone
photos to understand a consumer’s skin condition or tailor beauty
options for their complexion or outfit. It also contains sophisticated
sensors to consider local environmental stressors like temperature,
weather, humidity and UV light, that can affect consumers’ skin condition.
Among personalised supplements, similar devices have entered the
market, with Tespo, Güdpod and Panaceutics all providing table-top
devices for daily ingredient combinations. Larger companies are investing
in these technologies, with Glanbia partnering with Güdpod and DSM
funding Tespo.
Our take:
Although devices in health and beauty personalisation remain high-end
and niche, they also showcase consumer interest in DIY applications in
The two most important features for selecting a lipstick were “liking the this space. With some of these players investing in mass-oriented
colour” and “matching my skin tone”, according to the 2020 Voice of
technologies (e.g., Güdpod’s pod-based smoothies), there are
the Consumer: Beauty Survey
Source: https://www.loreal.com/ opportunities to open up these applications to a broader audience.
Acquisitions to create scale and appeal to mass audiences: Persona and Care/Of
Scale is the largest impediment to lower prices and mainstream adoption
of personalised health and beauty offerings, with many players in this
space including detailed diagnostics and/or sophisticated technologies
that necessitate extremely high per-unit prices. Some of the leaders in this
nascent industry, though, have been acquired by industry stalwarts with
an eye towards the broader mass marketplace. In particular, Nestlé Health
Science acquired one of the best-known pill pack companies in the US,
Persona, in August 2019, while Bayer purchased a majority stake in
another US pill pack leader, Care/Of, in November 2020. Underlying both
acquisitions is the expectation that the new owners can build from
existing customer experiences with these brands and develop the scale to
extend the proposition to mainstream consumers through access to
greater marketing and R&D. It helps that both brands have
survey/questionnaire-based methodologies that are simpler and less
input-heavy than products based on biologics/genetics or advanced AIs.
Our take:
Increased investment in personalisation in recent years signifies that
global leaders in these areas are betting heavily on expanding interest in
more customised approaches to health and beauty. As technologies and
Mergers & acquisitions in consumer health involved brands with sales of
USD2.5 billion in 2020 manufacturing processes for these products improve, the higher the
Source: https://www.personanutrition.com/; https://takecareof.com/ likelihood that they attract a broader base of consumers moving forwards.
Conclusion
CONCLUSION 26
54%
OF MILLENNIALS AND GENERATION Z WANT
PRODUCTS AND SERVICES UNIQUELY TAILORED
TO THEM
46%
OF GLOBAL CONSUMERS TAKE A VITAMIN OR
SUPPLEMENT AT LEAST WEEKLY

35%
OF GLOBAL CONSUMERS USE APPS FOR
INFORMATION ON BEAUTY PRODUCTS
CONCLUSION 27
Key industry takeaways
Beauty and personal care Consumer health

Mass personalisation can be the lens Within an industry of dubious claims, mass
through which beauty companies can personalisation offers supplements the
broadly demonstrate an approach that is opportunity to lead with transparency,
both efficacious and ethical. sustainability and science.
CONCLUSION 28
Challenges to overcome
Scale is inherently difficult in the marketplace for personalisation but the industry will
have to evolve away from the truly bespoke to capture consumers’ attention
Bets are being made that consumers will support some of the more aggressive designs,
when customers have yet to warm up to simpler forms of personalisation
Differentiation from competitors is tricky, but simplicity and transparency are the best
options for engaging with consumers new to the concept
For consumers to engage with personalisation at a mass level, companies must develop
strong outreach and marketing to explain how the process works and why it is beneficial
More rigorous regulations may risk the opportunity to scale, especially if companies are
restricted in the consumer data they can use to develop formulations
CONCLUSION 29
Become tomorrow’s next leader
Personalisation remains for the moment a niche premium offering in health and beauty,
Get in front of the mainstreaming of but the movement to democratise this industry is afoot, especially as many processes
personalisation (e.g., surveys and questionnaires) will see lower costs with more consumer engagement.
Companies caught flat-footed when that happens will falter.
In a wider-open marketplace with lower prices, competitive advantage will stem from
Give the consumer a reason to choose consumers understanding and believing a company’s value proposition, whether through
you more credible analytics, more transparent methods, or more sustainable operations. To
succeed, companies will need to develop a unique angle unmet by competitors.
There will remain a healthy marketplace for purely premium personalised offerings, but
Perceptions of premium will have to consumers will become more sophisticated in supporting such products in the future.
be earned Methods will have to further innovations in biologics and genetics while at the same time
demonstrate efficacy and results. We’re reaching the “prove it” stage of personalisation.
Consumer understanding of personalised products is limited, with a consistently high

Education furthers loyalty and mass cohort sceptical of these concepts. In the near-term, companies willing to engage with a
acceptance broader audience will need to establish strong outreach around education and
communication before successfully expanding the marketplace for mass personalisation.
For further insight please contact
Matthew Oster
Head of Consumer Health
Matthew.Oster@Euromonitor.com
Linkedin.com/in/matthew-oster
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Democratising Personalisation in Health and

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The data included in this report is accurate according to

Interest in personalised approaches to

(especially vitamins and dietary supplements (VDS)) outpacing the rest