Beiersdorf Personalizes Face Care with Launch of New Brand O.W.N

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.