ONE STRAND AT A TIME
Haircare gets personal.
WANT TO KNOW what beauty shopping in the not-so-distant future will look like? Customisable. “brands are doing a fantastic job of tapping into the customer’s desire to have the best possible collection of products for their individual needs and wants, either by making customised products to order or by giving the customer an opportunity to mix their own products at home,” explains Jacob Stanley, Mecca’s head of education.
From foundation faultlessly blended to match your skin tone by Shiseido and Lancôme, to creating an exclusive lipstick shade matched to a picture on your iphone (try theliplab.com.au) to — courtesy of Wella — a bespoke prescrictive haircare program. Developments in technology such as high-quality cameras on phones, improvements in IOS and Android, and artificial intelligence are allowing hyper-personalisation in beauty to flourish.wella is the latest to opt into the movement, launching System Professional Energycode Mapping. “In recent years, we’ve noticed an evolving trend in fashion and beauty in particular — women expect personalisation from their products,” says Jérôme Toulza, Wella’s general manager in Australia and New Zealand.“this ‘fingerprinting’ approach is something that was underdeveloped in the haircare industry, so we created a new boutique collection that gives women a truly bespoke experience and routine.”
The experience begins in a salon chair (for locations, visit systemprofessional.com), where a hairstylist runs you through a digital assessment tool, which reads like a Q&A. Questions touch on scalp concerns and levels of sun exposure, while a handheld microscope helps assess your follicles and scalp.“each individual has a ‘hair energy’ profile that is as unique as their DNA,” Toulza says. An appropriate regimen is prescribed from a possible 174 million care combinations.“i believe we’ll continue to see the personalisation trend evolve not just in haircare but throughout the beauty industry and beyond,” he says.
Backstage at Philosophy di Lorenzo Serafini S/S 2017.