ADF&PCD and PLD Paris | Industry News

Beiersdorf launches AI-powered D2C personalised face care brand O.W.N

German cosmetics giant Beiersdorf has launched a new personalised skincare concept named O.W.N (Only What’s Needed) in key European markets.

O.W.N is only available online via the website and products are exclusively formulated for individualized skin care needs. Using an algorithm that combines Beiersdorf’s skin care expertise and consumer knowledge, consumers are given the opportunity to use a scientifically evaluated questionnaire to determine which formulas 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. 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” explains Stefan De Loecker, Chief Executive Officer of Beiersdorf AG

Read the full press release to discover:

  • Results from their survey and large scale study and how it helped in the run up to the launch
  • How each product is made specifically for the brands individual consumers
  • How O.W.N supports responsible and sustainable consumption through its packaging and ingredients

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