02. DIY Apothecary
DIY products, once dismissed as cost-saving measures or homeopathic substitutes, have been resurrected as potent tools for brands to forge transparent and empowering relationships with consumers. DIY-focused brands help customers make their own bespoke products while facilitating ingredients and expertise—celebrating individual creativity while committing to product transparency and maintaining effective results.
Oleum Vera
Custom Products Mixed From Assortment Of Essential Ingredients
With emphasis on personalization and sustainability, Oleum Vera is a DIY beauty brand that connects fans with raw beauty ingredients and multiple recipes to create their own custom products. Oleum Vera kits contain an assortment of essential oils, natural products and creation accessories, as well as a recipe book that highlights different ways to mix ingredients to create 8-10 products per kit. By providing raw ingredients and education, Oleum Vera offers customers the knowledge to re-appropriate their body care routine and tailor it to meet their unique needs.
Ktchn Apothecary
At-Home Preparation Increases Skin Care Line’s Potency
Ktchn Apothecary is a skin care brand that ensures potency by instructing customers to mix the products’ active ingredients at home. The delivered DIY kit includes precise measurements of pure ingredients such as aloe, essential oils and natural beeswax. The kit offers three clear instructions for mixing (pour, heat, stir) to create a solution in ten minutes. Ktchn Apotehcary’s at-home process allows for a more potent product that doesn’t need the dilution or chemicals that keep other moisturizers shelf-stable.
Strategies For Customer Experience:
- Bolster brand loyalty by educating customers on how they can customize or add to products at home, replicate a product recipe or otherwise experiment with their purchase.
- Lead advertising with communication that contextualizes leading ingredients, in order to help people identify, understand and trust what is in their products.
- Consider how packaging, product displays and store interiors can add interactive elements that allow customers to use their hands to make a purchase their own.