Singapore-based beauty start-up GoPlay is introducing its DIY lipstick system to consumers in the United States and it speaks to consumers who want personalized products. With this system, customers can make any lip color of their choosing in different textures, including mattes and sheer tints.
With more people shopping online, the direct-to-consumer brand created a mobile app that helps to educate users on color theory and the most flattering colors for their unique look. This tool takes a variety of factors into consideration, including hair, eye and skin color. As GoPlay founder Mugdha Hedaoo says, "What came as another result of COVID was that consumers now wanted personalized solutions. They don't want to do any more trial and error; they don't want to buy and see how it works."
DIY Lipstick Systems
The GoPlay Lipskit Creates Any Lip Colors in Different Textures
Trend Themes
1. DIY Beauty Systems - Beauty brands can attract consumers seeking personalized solutions by offering customizable, easy-to-use systems.
2. Direct-to-consumer Beauty - There is an opportunity for beauty brands to cut out the middleman and offer personalized, cost-effective products directly to consumers.
3. Mobile Beauty Apps - Brands can appeal to tech-savvy consumers by offering easy-to-use mobile apps that educate and guide customers in creating personalized products.
Industry Implications
1. Beauty - Beauty brands can explore the potential of DIY solutions to offer personalized, innovative products to consumers.
2. E-commerce - The rise of online shopping offers an opportunity for direct-to-consumer beauty brands to offer affordable, personalized products.
3. Technology - Beauty brands can leverage technology, such as mobile apps and online tools, to provide custom solutions to consumers seeking personalized beauty products.