IOMA Paris: create your very own serum according to your skin’s needs
- Julia Hong
- 30 nov. 2019
- 2 min de lecture
After reading my colleague Ismaël’s article: “Bespoke tailoring, the future of cosmetics?”, I made some research about French brands offering customizable products to their customers. In the meantime, as I was going back home from school, I saw into the closed Marionnaud store at the CNIT mall all the staff around a strange machine. As I look closer, I succeeded to read the brand: IOMA Paris.
Here is what I found about the brand which proclaims to be “number 1 in terms of customizable cosmetics”:
Read IOMA the other way around and you’ll get “à moi” which means “to me” in French. Indeed, IOMA creates tailored skincare adapted to the skin properties of the customer thanks to a diagnostic futuristic machine called the IOMA Sphere. Customers can get a free skin diagnostic directly in store, at Boulevard Saint-Germain. In order to be more accessible, the brand launched their “In.Lab” in some Marionnaud with the IOMA Sphere and the “IOMA Factory” which creates the final product with the perfect formula under the eyes of the customers within few minutes.
IOMA sphere takes pictures of the customer’s face under different lights in order to analyze and determine what are the special needs of the skin through different parameters (moisturizing, blemishes, wrinkles…). Thanks to the know-how of the IOMA expert, a complete personalized diagnostic can be offered. The second step if the creation in-store of the cream or the serum according to the formula. The result is an ultra-personalized serum chosen amoung 33 281 possible formulas.
IOMA is the only cosmetics brand who has accepted the challenge to prove the efficiency of its personalized skincare. After 4 to 6 weeks of use, the customer has the opportunity to come back again to the IOMA store or at Marionnaud in order to do the same diagnostic and assess the progress of the skin.
The combination of science and technology to create a new offer and address the customers’ pain points is truly the future of cosmetics. IOMA succeeds in identifying every customer in its uniqueness. Definitely, customization is the branding strategy to adopt in order to stay in the race. IOMA offers a unique customer-centric experience: the customer feels that the company genuinely cares about its needs. It generates engagement so a stronger brand-customer relationship.
As my colleagues Ravi and Ismaël, I think that customization is the new luxury. In fact, the luxury industry is known for offering personalized products such as custom-tailored clothing pieces. Beauty brands, by offering the same service at a lower price, make exclusivity more accessible.
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