Quando era adolescente descobri um shampô mainstream que resolveu os meus problemas. Ainda hoje o uso e o tema não é relevante para mim. No entanto, como somos todos diferentes, quer biologicamente, quer na importância que atribuímos aos temas, há-de haver muita gente que não está satisfeita com o serviço prestado pelos produtos mainstream.
Em Mongo não só a possibilidade de dar resposta a quem não é servido pelo mainstream aumenta, como o seu custo baixa. Em "The Future of Marketing Is Bespoke Everything" encontrei mais um exemplo desta tendência:
"Although there are billions of people in the world, it’s always tempting to believe your existence is unprecedented in some way.
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A few months ago, Prose, a start-up that offers personalized, custom-blended hair-care products based on customers’ responses to a lengthy survey, wore me down with an alluring marketing tactic: beautiful Instagram ads indulging the idea that what’s going on on my head might be too unique for whatever Sephora has to offer. If I told the company my long list of petty hair complaints, perhaps I’d never again have to stand in front of a wall of indistinguishable products, trying to guess which one might be my holy grail.
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The personalized shampoo, conditioner, and hair mask came in simple containers that evinced a distinctly Millennial sense of understated luxury. Each had my name on the label. I wasn’t just going to wash my hair, I told myself. I was going to outsmart it.
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Now, aided by advances in manufacturing and the direct-to-consumer nature of online shopping, personalization has become the hot new thing at much more accessible prices. That’s especially true in the wellness industry, where Prose is one of a slew of new companies offering everything from custom-blended face creams to individualized vitamin cocktails. Together, these brands have attracted millions of shoppers (and millions of dollars in venture-capital funding) by tapping into something powerful: the idea that we’re all fancy and special enough to have something made just for us.
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the current crop of companies offering personalization might end up too successful for their own good: “The problem is that when it works, competitors do it.” It’s not hard to imagine a near future in which upstarts and big brands alike will let you have it your way with a custom cocktail of nutrients or a special face serum all your own, as long as you’re willing to tell them everything about yourself."
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