GeneLink picks direct selling for personalised products

The wholly-owned subsidiary will market and distribute GeneLink’s LifeMap Nutrition and LifeMap Skin Care ranges through a network of marketing affiliates.

Personalised skin care and nutrition​

GeneLink promises consumers a skin care or nutritional regime tailored to their genetic makeup and offers a number of proprietary genetic tests to this end.

For example, the GeneLink healthy aging assessment is used to calculate an individual’s personal profile and from this manufacturers can create the personalized formulas, according to the company.

Consumers get sent a test kit in the mail which once completed is returned to the manufacturers who determine the profile and then highlight the best course of action.

Direct selling holds big potential​

Commenting on the launch of the direct selling subsidiary, GeneLink CEO Monte Taylor said: “We are committed to leveraging the proven marketing potential inherent in the direct selling model to help provide truly personalized, science-based nutritional and skin care products.”​

In addition, the direct selling channel complements the personalized nature of the products.

Furthermore, Taylor notes that the launch of the offensive will benefit from the increased interest personalised beauty and nutrition ranges are receiving in the industry.

“The timing is excellent as the significance of genetics in enabling a personal approach to products that promote wellness has become an important initiative in consumer health care. We are proud to be a leader in the consumer genetic revolution,”​ he said.

Indeed, GeneLink’s range of personalized products is not alone in the market.

A recent addition to the market is Derma DNA, a genetic test and skin care programme that promises to be tailored to an individual’s susceptibility to sun damage as well as the extent of existing UV damage.

The skincare system is the result of a partnership between Genesis Genomics, a manufacturer of genetic tests for cancer and other diseases, and Dermaglow, a Canadian based skin care company.