German consumer goods firm Beiersdorf has launched a new skincare brand O.W.N that offers personalised skincare solutions.
The new brand is being launched in key European markets with a range comprising facial cleansing and daycare, as well as evening facial cleansing and night care products.
O.W.N uses artificial intelligence built around a proprietary algorithm that combines Beiersdorf's 140 years of skincare expertise and consumer knowledge.
The algorithm is based on insights and data from a survey of more than 4,000 consumers, conducted in the run-up to the brand launch.
Stefan De Loecker, chief executive officer of Beiersdorf AG, commented, "The whole project is an internal start-up: a few dedicated entrepreneurial people and a tonne of passion and hard work managed to drum up support from all functions to make this happen."
Best And Unique
The system selects the best and unique product offering out of 380,000 formula combinations based on a scientifically evaluated questionnaire filled by consumers.
It also benefits from Beiersdorf's 'Skinly' study, which saw more than 10,000 women in Europe and Asia participating in over 2.5 million skin measurements to date.
The data obtained from this study has helped scientists better understand external influences on the skin, such as those caused by UV radiation or air pollution, and ways to counteract adverse effects more effectively, the company added.
According to Dr Frank Schwanke, manager of Beiersdorf's Personalisation Accelerator programme launched in 2019, cross-functional knowledge transfer at Beiersdorf also plays a vital role in the continuous development of personalised skincare.
"Our Personalisation Accelerator is anchored in the R&D department and integrates a dynamic team from supply chain, IT, marketing, and R&D. We bundle, structure, and strengthen synergies from various initiatives within the company.
"This is another strong point proving that our unique consumer knowledge is an enhancer to unlock white spot potential and to win with skincare."
Digital Transformation
The new brand aligns with the company's aim to advance digital transformation within the C.A.R.E.+ strategy.
The products will be sold as part of a purely digital business model via the website www.ownskincare.eu, Beiersdorf added.
The product range offered by O.W.N takes into account consumers' present skin condition and their specific expectations around skin improvement.
"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 personalised solutions in the future."
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
