TAGS: Skin Care
Beiersdorf to launch innovative O.W.N face care brand to respond to consumers’ growing desire for personalized skin care. The brand is being launched in key European markets with a simple routine: facial cleansing plus day care as well as evening facial cleansing plus night care.
Offers Personalized Skin Care Innovations
O.W.N uses artificial intelligence and is built around a proprietary algorithm that brings together Beiersdorf’s profound 140 years’ skin care expertise and consumer knowledge. Thus, it is able to select the single best unique product offering out of 380,000 formula combinations.
Fully in line with the strategic focus of advancing digital transformation within the C.A.R.E.+ strategy. The consumers are given the opportunity to use a scientifically evaluated questionnaire to determine which care formula is best suited to their skin.
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The launch of O.W.N strengthens our focus on personalized skin care innovations – based on individual needs and scientific findings,” explained Stefan De Loecker, chief executive officer of Beiersdorf AG. “
The whole project is an internal start-up: a few dedicated entrepreneurial people and a ton of passion and hard work managed to drum up support from all functions to make this happen.”
New Brand Offers Holistic Approach
The product range of O.W.N is based on the particular combination of the consumer’s skin condition and the consumer’s specific wish to improve their skin.
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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,” added De Loecker. “
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.”
With the market entry of O.W.N, Beiersdorf is generating further valuable experience with custom-made face care. Each product is specially made for the brand’s individual consumers. The jars and bottles are filled with ingredients that are specially formulated for individual skin care needs. With the O.W.N product range, consumers are provided with everything they need for their personal facial skin care. This is also reflected in the brand name: O.W.N stands for “Only What’s Needed”.
Source: Beiersdorf