Issue link: https://www.ascpskindeepdigital.com/i/1208034
66 ascp skin deep march/april 2020 While this information may sound horrible to the solo esty, there is hope! In fact, there is probably more potential than ever to increase revenue and drive success to your business. But it will require change and adaptation—and it all starts with educating yourself on consumer behavior and how brands are trying to gain market share. Personalized Products One of the biggest trends in the beauty community is consumer demand for personalized products, representative of all skin types and ethnic backgrounds. With brands such as Fenty Beauty breaking outdated standards and raising the bar in diversity, gone are the days of "close enough" or "we can make it work." Consumers are demanding products and regimens that are customized to fit them and their specific needs, and it seems this trend is here to stay. According to Arnaud Plas, cofounder and CEO of Pros, "Once consumers see the benefit of using products customized to their specific and individual needs and goals, it will become . . . [an] expected solution to their beauty regimen."2 Online Consultations Enter the consumer brand client consultation. In order to provide consumers a more personalized experience, many skin care brands are moving toward offering a version of client consultations. While a few brands offer over-the-phone consultations with licensed estheticians, a majority of these consultations come in the form of an online quiz or diagnostic test used to determine skin status. And, while this type of consultation does not compare to an informed skin analysis performed by an experienced esty, the convenience of an online process is attractive to the average consumer.