These Brands Make Product Personalization Easy and Fun
by Natasha Burton
According to recent research, 80% of shoppers are more likely to buy an item or a service from a brand that provides personalized experiences. And one in five consumers is willing to pay up to 20% more for a personalized or exclusive product (1). After all, why purchase a one-size-fits-all product when you can make something entirely your own?
Companies have realized that shoppers want a more individualized, curated experience, from sneakers to jewelry to home goods. As of 2020, 1,360 companies in 17 industries (3) now allow customers to create custom products. Will this be the future of retail? Here’s what to know about this growing industry.
Customization On the Rise
Custom products are special — and highly shareable — making them a win-win for both companies and customers. But personalized products aren’t new to the scene. Brands and retailers have long offered customizations such as engravings on jewelry and other bespoke items. And Etsy has been a longtime resource for finding all sorts of customizable gifts.
Now, major brands have taken personalization to a new level. Instead of one-off, “gifty” products, items used and consumed in everyday life are trying to get more personal. For example, in 2014, Coca-Cola launched its memorable Share-a-Coke campaign (2), which featured soda cans with the 250 most popular names in the United States. People and celebrities alike posed with their namesake cans on social media. By 2015, Coke featured 1,000 different names on their cans, and now you can design your own bottle.
What Else Can You Personalize?
Nearly everything can be personalized, from big and small retailers alike. Nike By You allows you to design your own sneakers. Letterfolk lets you design your own welcome mat. Baublebar offers custom word necklaces. Within the body and home care space, Cleanyst allows you to create customized scents for your household cleaners and body care essentials. This is just a small sample of companies offering custom products. Whatever you’re looking for these days, chances are you’ll find a brand that allows you to make it your own.
Why Exactly Is Personalization So Popular?
Simply put, it’s fun, and it makes people feel special. For shoes, it gives people a chance to express their style and creativity. For products like shampoo and body wash, customizing scent, ingredients or other parts of the formulation makes it more useful and functional to individual needs. According to recent research, 77% of people said they’d be interested in buying skincare products from their favorite brands if they could customize them (6).
But more than that, getting an item tailored specifically to you feeds into the (very human!) desire to feel in control. (5) There’s a sense of accomplishment in getting what you want and being in command of that process. And when you have a hand in creating something you buy, you’re more likely to cherish and enjoy that item, even if it’s simply your shampoo. All around, product customization makes the shopping process more accessible, more fun and more satisfying.
Let's Get Personal
This trend is here to stay. The Cleanyst system makes it easy to create safe and effective personal care and household cleaning products from the comfort of your home. What’s more, you can customize the scent, intensity and aromatherapy benefits of any Cleanyst Free & Clear body and home care products with Natural Aromatic Extracts.
Whether you’re shopping for clothing, body wash or customizing your laundry detergent fragrance, go for it. Create something unique. You’ll be more invested in what you buy, not just financially but emotionally as well.
- Forbes - Why Product Customization Will Position Your Brand To Win in 2020
- Investopedia - Why the Share-a-Coke Campaign is So Successful
- The New York Times - Customers Want Customization and Companies are Giving it to Them
- Racked - 6 Brands Taking Customization to the Next Level
- JRNI - How To Use Personalization in Retail
- Hubspot - The Psychology of Personalization in Retail
- Global Cosmetic Industry - Beauty Gets Personal Part I