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Brief Published: 2 Oct 2014

Personalised Beauty

GENEU U+ skincare system

Pioneering beauty technology is beginning to offer consumers increased levels of personalisation in skincare. New beauty technology brand GENEU’s U+ skincare system analyses consumer DNA to tailor anti-ageing products based on their individual needs.

GENEU’s newly-launched high street lab and store in London invites consumers to submit a DNA sample in the form of a swab taken from the mouth, which it analyses using microchip technology to seek the genetic variations which will identify how their skin will age.

A unique U+ skin profile can be set up in 30 minutes, detailing the individual’s exact predispositions to collagen breakdown and antioxidant protection levels, and how the skin reacts to damaging free radicals. This information can then be used to formulate a bespoke skincare range.

Professor Christofer Toumazou, the brand’s founder, won the European Inventor of the Year award for his U+ microchip technology, which is used in the GENEU DNA profiling test.

“What’s really exciting for the beauty industry is that they are recognising now how important genetics is, particularly in trying to personalise cosmetics,” he said.

Nick Rhodes, the brand’s new creative director and former founding member of British rock band Duran Duran, added: “When I saw this, I knew immediately it was the future. We brought science into the fashion world, and into the world of beauty.”

Technology such as this will increasingly direct innovation in the beauty industry as consumers continue to demand tailored offerings that provide results.

See how other brands are beginning to target personalisation in our coverage of this year’s Cosmeeting & Creative Beauty events in Paris, and In-Cosmetics Brazil.