Several beauty companies are now using consumer data to develop custom - made products . Hair care start - up company sells bespoke shampoos and conditioners through a questionnaire that provides customers with a personalised product , instead of having to choose from an array of competing brands with various features . Much like health and beauty start - ups Care / of and Curology , Prose 's move away from excessive options in favour of a real - time internet survey has become popular , with the brand now boasting over one million survey submissions per month . Consequently , by asking contextual questions about activities and environment , cosmetic companies can gain valuable insight into customers ' preferences .
Several beauty companies are now using consumer data to develop custom-made products. Hair care start-up Prose offers bespoke shampoos and conditioners through a questionnaire that provides customers with a personalised product, instead of having to choose from an array of competing brands with various features. Much like health and beauty start-ups Care/of and Curology, Prose's move away from excessive options in favour of a one-time internet survey has proved popular, with the brand now boasting over one million survey submissions per month. Consequently, by asking contextual questions about activities and environment, cosmetic companies can gain valuable insight into customers' needs.