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Brief Published: 2 Aug 2013

Selfridges’ Personalised Haircare Lab

Extra

UK-based haircare brand Concoction has taken up residence at Selfridges’ beauty hall in London with a pop-up ‘bar’ running until August 7, ahead of a permanent position in the store.

Taking its cues from cocktail mixology and tapping into the growing trend for customisable products, the brand allows consumers to create personalised haircare recipes in a simple, one-stop process. 

Visitors to the bar order select ingredients for their own personal blend from Concoction’s ‘ShampYou’ menu. Each shampoo/conditioner consists of four base fragrances, to which they can also add two shots of super-serum (of which there is also a selection) according to individual needs.

The addition of the range of serums allows for up to 256 possible combinations, catering to every shade and type of hair. The product is finished by shaking the bottle – in a display of cocktail-style showmanship – to mix in the serums.

With a starting price point of £14 ($21) per bottle, Concoction isn’t targeting the mass market, but it does demonstrate the way that customised services that were once purely a high-end indulgence are now trickling down to a wider audience.

The bar’s loud dance music and neon-framed signage also indicates it is out to seduce a younger demographic – tapping into the growing trend for customer involvement that is central to The Rise of Edutainment and industry trend Consumer-Creators.

For more on the rise of personalised products in the beauty sector, see Bite’s Custom Lip Lab, NY and Future Beauty: Retail & Marketing 2013.

Also see Shiseido Superstore and Alluring Perfumeries for more on beauty retailing.

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