Creative prosumer leading the cosmetics market Today's consumers are no longer satisfied with passive consumption, consuming within the options offered by companies. Consumers have evolved from prosumers to creative prosumers. In other words, the entity that leads the cosmetics market has changed. They actively present ideas for new product names, designs, concepts, etc. Cosmetic companies are pursuing related strategies to read market trends and reflect them in product development from the perspective of consumers who actually use products, not from the perspective of producers. Consumers do not unilaterally accept the value provided by the brand, and the brand can upgrade the brand through constant interaction with the consumer. In other words, it is a win-win strategy between consumers and brands. ‘Bespoke Cosmetics’ made with mass customization As customer needs diversify, customized production and customization optimized for only ‘I’, where individual tastes and individuality ...