The grand comeback of custom-made

In a consumer society where products are all too identical, a personalized approach, namely the "custom-made" concept is reemerging to give back the client his rightful status as a king: A trend that comes in a "luxe" version and "accessible to all" thanks to the Internet.

By Astrid Vitols . 05/02/02

If you are tired of standardization and the hyper-consumption spiel and want to assert your personality, and even to be pampered when you purchase your products, then you are one of those "enterprising consumers" yearning for uniqueness (As per Robert Rochefort, the director of Credoc*).
"That type of client wants to be treated not like just anyone, but like a unique person, with individual specificities," explains Robert Rochefort. "The basic trend is that personalization calls for another kind of relationship between the brand and the buyer."
A new approach illustrated by an increasing number of websites offering a la carte products, "customized" by Internet users themselves.
Here is an overview of this new trend that will help you concoct your own unique products without even leaving your home.

Shoes

"Create your own Kickers online": with the help of the Kickers workshop, draw your model, choose the colors and order... you'll receive your pair of shoes within two weeks. And it comes stamped with a gratifying "C'est moi qui l'ai fait" (I made it myself).
Also, Nike will help you create your own pair of "champions' shoes", based on three models: the Shox R4 Running, the Shox BB4 and the Presto. You will be mainly involved in the color scheme selection (pattern color, accent color and tab color) For the sake of personalization, you can inscribe your ID or signature on the upper (up to eight characters)..

Bathing Suits

In the south of France, Ipanga offers a vast selection of fabrics and three categories of bathing suits: the classics, the casuals and the comforts. All you have to do is find the style that best suits your silhouette. Indicate your measurements and in less than a month, your bathing suit will be shipped to you. Gone are those horrible moments you used to spent at store fitting-rooms. Your bikini will fit you like a glove. If you are not completely satisfied, send it back within 48 hours after receipt to get a refund.

Cosmetic products

Beauty-wise, you can go to the Shu Uemera Factory in Tokyo, Japan. Behind a glass pane, technicians will create the perfect rouge to match your favorite top. By Terry also offers the same service and creates a personalized foundation. Both brands have a website.
You can also play at creating your own beauty products at the Procter & Gamble website, which offers 50,000 combinations. As for your skin care products, request your personalized color scheme from Christian Breton who proposes four complete lines of products to suit every skin type and color.

Perfumes

Create your own perfume with the help of a counselor at the Studio des Fragrances de la Parfumerie Galimard, in Grasse and learn to identify top, heart and base notes. At Parfums sur Mesure (Custom-made fragrances), choose your own fragrance family and select your own flacon among 6,000 possible combinations. Finally, with Odoroscope, concoct a juice based on your astral theme by indicating your date, time and place of birth.
*Research Center for the Study and Observation of Living Standards

For more information:

www.kickers.be
www.nike.com/freestyle
www.ipanga.com
www.byterry.com
www.shu-uemura.co.jp
www.reflect.com (de Procter & Gamble)
www.christian-breton.com
www.galimard.com
www.parfums-sur-mesure.com
www.odoroscope.com
www.lycos.fr, voir Parfums/Créateurs