The concept of identity has expanded significantly, as lines between genders (and gendered products) blur and disappear. Instead, consumer focus is on challenging the status quo around all aspects of identity by creating and participating in largely online-only cultures that best reflect their own needs.
Me, Myself & I Today’s consumers want to be known for what makes them different, which is also what makes them special, and is therefore worth celebrating. It’s not enough to feel catered-to as part of a demographic or subculture – instead, it’s important to have access to solutions that suit you personally, on an individual level.
Inclusivity Meets Customisation
35% OF GEN Z SAY THEY
PERSONALLY KNOW SOMEONE
WHO PREFERS THAT OTHERS USE
GENDER-NEUTRAL PRONOUNS TO
REFER TO THEM.
63% OF US MILLENNIALS SAY
THEY WANT TO STAND OUT AS
OPPOSED TO FIT IN
Global beauty brands are waking up to the fact that true inclusivity is all down to the details. Take the growing number of colour cosmetic manufacturers who are offering a highly expanded skin tone shade range as standard, with labelling systems that don’t start with the lightest shade first.
Understanding consumer difference means taking the time to get to know consumer needs and offering personalised experiences. Leading brands understand the importance of taking the consumer on a journey, for example by opening their website with a questionnaire on skin type, cosmetic interest or style personality, which leads to a list of personalised product recommendations. Great leaps forward in tech are making the whole process more intuitive.
A Taste for Tech
Global consumers are eager to embrace new technologies. According to recent research, 43% of Chinese beauty shoppers would be interested in a mobile app that recommends beauty products based on their needs. Meanwhile, 47% of US consumers would be interested in trying a facial skincare product with integrated diagnostic tools. (Source: Mintel: 2025 Beauty Trend Report).
Our solution: Hair Butter Treatment Mask
Rich in natural exotic butters and oil, this treatment mask intensively repairs, moisturises and strengthens the scalp and hair that has been damaged by intense use of styling methods or colouring treatments. It contains a natural active ingredient to purify and then protect the hair from the effects of pollution. Not to mention, its high emollient content makes it easier to comb hair and manage curls.
Danielle Wheeler, Technical Director Americas, and Ian Lawrence, Vice President Americas at IMCD Personal Care share their thoughts on what celebrating individuality means to consumers today.