Hair­care gets per­sonal.

Harper’s Bazaar (Australia) - - Beauty - By ANNA LAVDARAS

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 the­li­ 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 sys­tem­pro­fes­, 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.

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