The growing competition within categories and the sub-division of categories into several micro-categories to address the evolving wants of consumers are additional drawbacks of traditional marketing. More than ever, consumers are seeking solutions that are more individualized and customized. Let's use shampoo as an example. In the past, there were, at most, three variations available for dry, normal, and oily hair. No longer, I'm sure, does anyone relate to that. The market has now been divided into a plethora of consumer hair issues, including split ends, hair growth regeneration, and customized shampoos created for you based on your hair analytics.

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