Geneu celebrates successful pop-up in Selfridges

Premium skin care brand that offers same-day DNA testing had its tenure in Selfridges extended to seven weeks due to high demand

Geneu, the skin care brand that offers consumers DNA testing for personalised products, recently had its pop-up tenure at premium retailer Selfridges extended due to its popularity.

The pop-up, now closed, was originally set aside for two weeks in Selfridges’ Beauty Workshop on the ground floor, but due to “exceptional demand”, it was extended to seven weeks.

Dr Martin Stow, CEO of Geneu, said: “To go from a two-week period of activity to seven weeks is an unprecedented level of success. We hope this will be the start of an exciting relationship with Selfridges.”

Meanwhile, Selfridges’ Buying Manager, Melissa McGinnes, said: “It proves that the Selfridges beauty customer is always on the lookout for new innovations and exciting products – something that Geneu truly offers.”

Geneu is said to be working with Selfridges on longer-term strategies to strengthen the relationship and service.

Geneu offers a DNA and lifestyle assessment with same-day results. Using the results, the brand recommends personalised serums from its range to use in order to achieve results. Its bespoke serum packages start from £200.

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