Next Level Product Personalisation: DNA-Matched Skincare
The anti-ageing industry is at peak demand and recent research by Trinity College Dublin has even shown that how you see yourself ageing can affect brain ageing. As a result, the beauty industry is getting to know you and tailor products to your skin’s changing needs.
A popular cosmetics example is the No 7 ‘Match Made’ services available from Boots. These offer bespoke colour consultations allowing you to find out which precise makeup shades suit your unique skin tone. After all, nothing will age you quicker than bad makeup.
On the skincare front Kiehl’s recently launched its Apothecary Preparations, a ‘personalised skincare service’. Following an in-store one-on-one consultation with one of their customer service reps, facial concentrate serums are recommended to your individual skin type and concerns. This involves a base ‘strengthening concentrate’ to which additional preparations are added by you at home, each one designed to tackle a specific issue - wrinkles, clarity, enlarged pores etc etc.
These are undoubtedly positive steps that can help skin to look its best, but when it comes to truly understanding your skin, they still seem fairly superficial.
What I’ve been exploring this week takes the personalisation concept to the next level and, after 10 years in development, the UK’s first DNA-based skincare has now landed. It is also partnering with Selfridges to bring an exclusive quick-turnaround service to shoppers.
I’m frequently invited to try new beauty treatments and product ranges but this is the first one that’s ever involved having a DNA test. That, along with a brief lifestyle questionnaire, quickly and easily completed on an iPad, is what my consultation comprised at Geneu, the futuristic skincare company leading the way in taking a genetic approach to beauty.
Having completely forgotten to ask anything about how I should arrive, I turned up makeup-free and had even picked my nail varnish off en route in case they wanted to examine my nails. I mean I’ve seen CSI and am fully aware of how DNA is taken but clearly driven half mad with excitement about finding out if my numbers had come up on the genetic lottery, I somehow decided this was the way to go...