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Beauty Is Personal; Individuality and Self Expression Are Everything

Business Blog By Laura McEwen February 15, 2017

It’s true that no two women (or men) are alike; that’s why individual expression and customization are being driven from within the beauty industry. Brands are making more effort than ever before to innovate and bring new and often surprising options to the consumer—I know this because I’ve had a front row seat to these changes as the former associate publisher of VOGUE and now as executive director brand partnerships at Flipboard. 2017 has already seen the impact of the exciting new trend towards personalization. Indie brands such as Finding Ferdinand, MatchCo and Adorn Cosmetics, which allow people to co-create one-of-a-kind shades and name their custom products, have exploded. At CES, beauty giant L’Oreal unveiled The Hair Coach, a smart hairbrush packed with sensors that help people improve their own brushing and styling technique. The beauty industry also introduced male spokesmodels and transgender campaigns that spoke to individuality, acceptance and gender identity. First was CoverGirl with CoverBoy James Charles, immediately followed by social media…

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