Personalized cosmetics is a developing trend in the cosmetics industry and represents an alternative to conventional multi-purpose cosmetic products. The idea for the development of personalized cosmetics to the greatest extent comes from the realization that each individual differs both in terms of genetic characteristics and preferences, which is why each one needs special treatment. In addition, the large number of cosmetic products on the market makes the purchase difficult for consumers, as they do not know how to choose the product that is optimal for them. Buying personalized cosmetics would reduce that dilemma. Personalization of cosmetic products may include personalization of ingredients, product texture, fragrances or packaging, and different types of products may be personalized: skin care cosmetics, hair care cosmetics, make-up, nail cosmetics, etc. The production and development of personalized cosmetics is based on the use of modern technology, especially artificial intelligence. The three important steps in the production of personalized cosmetic products are: acquisition of data about the consumer, analysis of the obtained data, and production and delivery of the final product to the consumer. Unlike with conventional cosmetics, in the case of personalized cosmetic products, the consumer is a very important element already in the product manufacturing step.
As part of the thesis, we examined the Slovenian market of personalized cosmetics and collected 67 different personalized cosmetic products or packages of personalized cosmetic products that can be purchased by the Slovenian consumer. We examined the selected products according to the type of personalization, the purpose of use, the price of each group of products for a specific purpose of use, and according to the important steps in the manufacturing process (acquisition of data about the consumer, analysis of the obtained data and method of manufacturing the products). Our results show that most of the personalized cosmetic products available in Slovenia have a personalized formulation; personalized skin care products lead the way and are also the most expensive on average. In most cases, manufacturers obtain data from consumers using an online survey, which is most often analysed using algorithms. The vast majority of personalized cosmetic products are made by classical manufacturing facilities.
In the second part of the thesis, we prepared an online survey, with which we wanted to obtain data on Slovenian consumers' awareness of personalized cosmetics, on their desire to purchase it and the money they are willing to pay for it, and based on the respondents' answers, also on how such cosmetics is advertised. The survey was completed by 129 respondents, and the results showed that a good half of them had already heard of the term "personalized cosmetics", of which the majority had heard of personalized cosmetics for skin care; only 8 respondents had already bought a personalized cosmetic product, either a product for skin or hair care; a large proportion of respondents who have not yet done so want to buy a personalized cosmetic product, but few are willing to pay the actual price of it. Based on the findings obtained in our thesis, we can conclude that personalized cosmetics in Slovenia is still in its infancy, all while advertised rather poorly and entirely online.
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