Changing the face of luxury skin care with consumer genetics

By Deanna Utroske contact

- Last updated on GMT

Changing the face of luxury skin care with consumer genetics

Related tags: Dna, Genetics

GeneU is offering what may be the definitive personalized skin consultation, and the biotech community is paying careful attention to how beyond-the-lab genomics are playing out in various industries.

As regulations governing direct-to-consumer genetic testing evolve, scientifically personalized skin care moves all the more within reach.

Personalization maximized
Customized products and services are all the rage in the digital age. And today, consumers requiring cutting edge technology are poised to adopt the most precisely crafted products available.

“Consumers expect service on-demand, be it online or in person. And, they expect interaction with a brand to have an individualized feel,”​ explained Cosmetics Design​ in an article covering Mintel’s report on 2015 consumer trends.

“Smart brands are responding with pop-up shops, customized products, subscription services, mobile commerce and more,” ​this publication noted.

GeneU is one personal care company using technology to go beyond consumer expectations. “GeneU advertises itself as offering the ‘world’s first in-store DNA test for personalized skin care.’ The company analyzes an individual’s DNA on a microchip and then provides serums and skin creams genetically matched to your DNA profile to counter the effects of aging,” ​reported Genetic Engineering & Biotechnology News in a recent article on consumer genomics.

Humans differ from one another by 0.1% of genetic information, explains Chris Toumazou, in a video on the GeneU site. Toumazou is the founder and chief scientist at the Institute of Biomedical Engineering (of the Imperial College London) and helped create the DNA microchip. The microchip technology lets practitioners detect that 0.1% in real time and respond accordingly. 

Data sharing
Companies like 23andMe and Ancestry.com are also in the business of selling DNA testing. These firms provide consumers with health and family heritage services. And, they are conducting genetic studies using the hundreds of thousands of DNA samples that have been submitted by consumers opting into such research, reports Genetic Engineering & Biotechnology News.

This sort of data base would be quite useful for personal care R&D as well. Knowing the genetic commonalities and discrepancies among skin types could lead to more carefully tailored product formulations.

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