The German cosmetics giant (Nivea, Eucerin, La Prairie, Labello, Aquaphor, Coppertone) is focusing on growing its e-commerce sales with the launch of a new personalised skin care concept named O.W.N, for “Only What’s Needed”, in key European markets.

Digital business model

The new brand is based on a simple routine: facial cleansing plus day care as well as evening facial cleansing plus night care. Only available online via the website, O.W.N products are specially formulated for individualized skin care needs, using a proprietary algorithm that brings together Beiersdorf’s skin care expertise and consumer knowledge. All in all the brand would be able to offer personalised solutions out of 380,000 formula combinations.

In practice, consumers determine which care formula is best suited to their skin through a scientifically evaluated questionnaire. Furthermore, the products evolve automatically with every new order - including criteria such as lifestyle, people’s personal circumstances, or seasonal changes.

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,” explains Stefan De Loecker, Chief Executive Officer of Beiersdorf AG.

In-house start-up

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

Behind the development of the personalized face care products lies a specifically designed algorithm based on insights and data from a survey of more than 4,000 consumers conducted in the run-up to the brand launch and the large-scale “Skinly” study, which involved more than 10,000 women in Europe and Asia.

Responsible consumption

O.W.N products also support consumers who want to reduce their personal ecological footprint. They are formulated with as many naturally derived and biodegradable ingredients as possible for the products’ vegan formulations. In addition, the brand uses refillable jars and bottles as well as outer packaging made from organic materials to reduce plastic waste. All single-use components are recyclable.