Consumers are increasingly looking to tech for more personalized offerings in everything from diet to beauty. Now, beauty brands are taking this personalization one step further by turning their attention to genetic measurement and modification, pushing the category to new heights.
L’Oréal is leaning into the science of skincare in a big way. “At L’Oréal, our goal is to advance scientific research and leverage new technologies to change this relationship [between consumers and their skincare], by allowing deeper levels of personalization,” said Guive Balooch, global vice president of the L’Oréal Technology Incubator. In March 2019, the renowned beauty mainstay announced an innovative partnership with biotech startup Ubiome. Ubiome, a leader in microbial genomics, will leverage their expertise in the skin microbiome to provide consumers with a deeper and more precise view into skin health. “Skincare has become one of the most serious areas [in beauty] because of the link between wellness, lifestyle, health, and beauty. Biology could bring skincare to a new level,” Balooch tells JWT Intelligence.