Beiersdorf : Personalizes Face Care

Hamburg, February 17, 2021 - Everyone's skin is unique - and so are its needs. Consequently, the more a product caters to one's individual skin, the better it can fulfill these specific needs. With its innovative O.W.N face care brand, Beiersdorf is now explicitly responding to consumers' growing desire for personalized skin care. The new 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. 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 products are sold as part of a purely digital business model via the website www.ownskincare.eu. Here, consumers are given the opportunity to use a scientifically evaluated questionnaire to determine which care formula is best suited to their skin.

'The launch of O.W.N strengthens our focus on personalized skin care innovations - based on individual needs and scientific findings,' explains 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.' 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. '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,' adds 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.'