COSMAX Unveils Customized Cosmetics Platform

Chaileedo Press
Mar 10, 2023
2 min read

COSMAX has recently announced the launch of its customized cosmetics platform "3WAAU".

COSMAX said that the cosmetic market has recently developed into an era of ultra-personal customisation, and the 3WAAU platform, which was launched, uses a 1-to-1 targeted questionnaire to recommend the precise choice of 12.6 million formula combinations to suit the needs of the customisers.

Currently, 3WAAU has launched shampoo, conditioner and other care products that can be tailored to the needs of dandruff, keratin, hair loss and other care needs, realising a daily customisation service of "1 order, production + delivery within 24 hours". After using the first product, consumers can also adjust the ingredients and "upgrade" the product by sending a simple feedback.

COSMAX representative LEE BYUNG MAN said, "3WAAU is the result of the convergence of the customised market and digital transformation. 3WAAU will improve customer-to-customer understanding and provide better service through various experiments."

In addition, COSMAX is planning to expand the customisation of 3WAAU to include skincare products and health foods, and to roll out its use in overseas markets.

In March 2021, COSMAX OBM launched Brand Bank, which provided brand planning, formulation proposals, design and package development services. It deployed the customised products of COSMAX. In May 2022, it launched a series of "Free Private Customisation" services, offering consumers a free customised formulation experience. In July 2022, COSMAX Chairman said in a public interview that the customized cosmetics market would become the next windfall.

CHAILEEDO found that major beauty groups have successively deployed customized cosmetics. For example, L'Oreal Group has launched the YSL SCENT-SATION. Henkel has launched the first B2B2C ultra-personalised professional hair care brand SalonLab&Me. CUSTOM.ME launched the customised cosmetics brand of Amore Pacific. It launched a new essence, which allows consumers to analyse their skin condition through AI technology and then choose a formula that suits their needs in combination with their lifestyle.