03. Atomic Personalization
Advancements in molecular science and research have proved that one’s appearance is influenced by factors well beyond the surface level: molecular makeup is a crucial determinant in the effect of cosmetic treatments. By leveraging individuals’ unique biological profiles, brands can offer holistic products and treatments that are optimized for internal chemistries.
Geneu
DNA Influences Antioxidant and Collagen Compounds In Skin Care
After discovering that 60% of skin aging is attributed to genetics, British skin care brand Geneu developed a customizable skin care line based on a proprietary DNA test. At several Geneu retail locations throughout London or via mail, consumers can share a saliva sample that is tested for genetic predisposition, antioxidant protection and collagen breakdown. After analyzing the customer’s’ DNA sample and self-reported lifestyle information, Geneu concots two custom solutions: a Genotype Antioxidant Aox serum to enhance antioxidant levels and a Genotype Col serum to optimise natural collagen levels.
SK-II
Handheld Scanner Diagnoses Microscopic Skin Health In-Store
To offer shoppers a snapshot of their skin health, Japanese luxury brand SK-II developed the Magic Ring imaging machine that tests skin health at a microscopic level and offers recommendations for product use. After making an appointment at participating SK-II retailers, customers meet with a technician that scans their face with the handheld device. Magic Ring tracks five dimensions of skin health and aging, including spots, wrinkles, texture, radiance and firmness. These results determines a skin age profile, which can be compared to over 1,000 individuals globally, as well as recommendations for products available at the technician’s counter. Customers are encouraged to return in several months for a progress evaluation.
sk-ii.com.sg/en/magic-ring.aspx
Strategies For Customer Experience:
- Tap into experts in the medical, wearable and food industries to lend their expertise to personalization efforts and enhance a product’s credibility.
- Use advertising campaigns and social channels as opportunities to celebrate individual differences, while highlighting a product’s ability to adapt to personal characteristics.
- Create fluid and personalized product design channels that allow customers to share their biometric information at the point of purchase or via an ongoing relationship, for more effective use.