Beiersdorf personalised face care brand O.W.N uses AI, algorithms and scientific study to blend formulas

Launched last week, Beiersdorf’s direct-to-consumer (D2C) subscription face care brand Only What’s Needed O.W.N offered just four products as part of a simple face care routine – a facial cleanser and cream for the day and a facial cleanser and cream for use at night, all vegan-certified and made using as many naturally derived and biodegradable ingredients as possible.

The brand was available solely online in select European markets where consumers were asked to fill out a five-minute scientifically evaluated Skin Test questionnaire that was used alongside a proprietary algorithm to then blend formulas according to individual skin needs. The products were manufactured and packaged by a partner company into personalised, refillable jars or bottles featuring consumer names, for example: Frank’s O.W.N or Anna’s O.W.N.

A personalised beauty brand built with ‘underlying digital conditions’ in mind

The range had been developed by internal startup The Personalisation Accelerator within Beiersdorf and built on the company’s almost 10-year research into personalisation, including efforts made under myNivea tailored day and night creams launched in 2013.

“Personalisation is a major trend in many industries, including in cosmetics, and Beiersdorf has been working on various concepts and products over the past years,”​ said Dr. Frank Schwanke, manager of the personalisation accelerator at Beiersdorf.

“…In this, we have been considering not only the product side of things, but also the underlying digital conditions like data generation, the development of appropriate AI algorithms, and D2C concepts for a digital shopper experience,”​ Schwanke told CosmeticsDesign-Europe.

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