Beiersdorf offers personal touch with launch of new brand O.W.N

By Julia Wray 17-Feb-2021

O.W.N uses AI built around an algorithm based on Beiersdorf’s 140 years of skin care expertise

Beiersdorf offers personal touch with launch of new brand O.W.N

Skin care brand owner Beiersdorf has introduced a new face care label called O.W.N, a response to consumers’ desire for personalised skin care.

Being launched in key European markets, O.W.N is said to follow a simple routine of facial cleansing plus day care as well as evening facial cleansing plus night care.

O.W.N uses artificial intelligence built around a proprietary algorithm that brings together Beiersdorf’s 140 years of skin care expertise.

It is able to select the best product offering from 380,000 formula combinations for the consumer.

The brand name stands for ‘only what’s needed’, chosen to reflect the fact that consumers will be provided with everything they need for their personal facial skin care.

“The launch of O.W.N strengthens our focus on personalised 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.

“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.”

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The Nivea-owner’s new brand uses vegan formulations and has opted for refillable jars and bottles, as well as outer packaging made from organic materials to reduce plastic waste.