THE WHAT? Beiersdorf has announced the launch of its new digital-first personalised skincare brand, named O.W.N.
THE DETAILS Launched as part of its digital, direct, sustainable focus, the new range uses artificial intelligence and is built around a proprietary algorithm.
Available as part of an exclusively digital sales model, consumers visit the dedicated website, where they take part in a scientifically evaluated questionnaire to determine which care formula is best suited to their skin.
Standing for ‘Only What’s Needed’, packaging takes the personalisation one step further, with the shopper’s first name added to the label, while bottles are refillable with outer packaging made from organic materials.
THE WHY? Launched as part of the personal care giant’s C.A.R.E.+ strategy, the business model will be launched into key European markets and focuses on key industry drivers; personalised skincare and digital.
Stefan De Loecker, Chief Executive Officer of Beiersdorf, said, “Our point of difference is that the products evolve automatically with every new order – including criteria such as lifestyle, people’s personal circumstances, or seasonal changes.
“With this holistic approach, we not only maintain a direct digital connection with consumers, but we also enhance our knowledge regarding consumers and their skin. This will help us to offer even better personalized solutions in the future.”