Customization trend sweeps local brands

Xia Hao, 22, a senior university student from Linzi county, Shandong province, thought nothing of splurging 1,000 yuan ($157) on a set of customized skincare products to gift them to his girlfriend on May 20.

The date, when pronounced in Chinese, sounds like'I love you', and hence has come to be regarded as the Chinese Valentine's Day.

For Xia, the skincare products make for perfect valentines. "I think my girlfriend will like them as their unique formula suits her skin perfectly. Even I'd like to receive such personalized valentines rather than one-size-fits-all gifts."