Genetic
Betterment
Trend description The one-size-fits-all is an ineffective approach to optimal wellness, and consumers want a more personalized approach. By understanding their genetics, customers can take smarter lifestyle actions towards living a healthier life and it becomes easier to match customers' diet and fitness choices to their unique body.
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Trend drivers
The wellness industry has become more competitive, and customers face many choices and are drowning in impersonal experiences. Personalized wellness eases the process and createsproduct that meets the customers' specific needs. Brands are starting to acknowledge customers' demand for products tailored to their specific needs. Wellness products that use technology and science to create products that fit individuals' needs are in demand. Gen Z is the most diverse generation, so personalized wellness that considers factors such as age, gender, skin type, skin problems, and genetic background is rising. Gen Z has a different relationship with brands. According to WARC, 53% of Gen Z prefer brands that offer customized or personalized products. In a modern hyper-digitalized world where brands often anonymize customers' identities, amplifying their individuality and uniqueness can gain competitive benefits in the over-competitive wellness industry. McKinsey predicts that personalization will be a crucial driver of marketing success for the next five years. Acknowledging that each person is unique and not met by a standard product range is favorable to customers.
As consumers' lives get busier, time becomes ever-more fractured. In a choice-saturated world, with seemingly infinite online and offline exposure to information, content, and decision-making opportunities, it's easy to feel overwhelmed. Consumers need help filtering the overload and finding the most relevant, helpful, and essential products and information. Instant and digitally fueled, personalized products are designed to seizeconsumers' attention and time.
The one-size-fits-all is an ineffective approach to optimal wellness, and wellness consumers want products that look at how people's DNA influences their health and taps into a more personalized approach. Discovering consumers' DNA with at-home DNA testing is a new era of easy-to-access wellness information. It is easier to match customers' diet and fitness choices to their unique bodies. By understanding the individual's genetic profile, the individual can make more intelligent actions to live healthier lives.
DNA skincare
"The future of beauty is hyper-personalized—a one-size-fits-all mentality is no longer acceptable," says Emily Safian-Demers from Wunderman Thompson. "Consumers, especially Gen Z, are turning to beauty products that celebrate what makes them unique. DNA-level personalized insights dovetail nicely with this attitude."
"Recent studies suggest our genetics account for 50 to 60 percent of aging," reveals Dr. Anne Wetter, dermatologist and co-founder of Allél to Vouge Scandinavia. "Your genes determine how soon you start aging and your predisposition towards pigmentation, sensitivity, and sagging skin. The rest relates to lifestyle factors such as stress, smoking, and UV exposure," Dr. Anne Wetter continues.
According to Grand View Research, the global market for DNA-based skincare is predicted to hit $11.7 billion [around 10 billion EUR] over the next four years.
The Singapore firm Anake has started to approach DNA-based skincare to empower customers with the ability to make more informed purchase decisions in a world with information overload.
Ananke claims to be Singapore's first end-to-end DNA-based skincare experience. The process starts with people purchasing their DNA kits. By swapping it inside the cheek and completing a consent form, the DNA sample will be sent to their lab in Australia. —More than 6,400,000 DNA data points were collected from thousands of populations worldwide. The company claims to have the world's first and largest derma-genetics database. After two weeks, the results will be ready. Customers will receive their personalized report and a free consultation with the company's beauty consultants to understand what customers' DNA reveals about their skin. After that, customers can start a customized skincare treatment at Anake based on their test results.
Another company that has tapped into DNA skincare is the company SkinDNA. SkinDNA has developed a wearable patch called SkinRNA that analyzes the skin's microbiome, RNA, and skin biomarkers. This product allows customers to get targeted product recommendations and results tracking. "DNA is the thing that people are born with and what protein you make, and RNA tells you when to activate it. Therefore, the skin RNA tells you in real-time and the triggers that certain genetic responses," says the SkinDNA CEO Stefan Mazy to cosmetics design. The company has also developed an algorithm that can give customers information about collagen levels in the skin and pigmentation levels etc.
Finally, the Danish company Nordic Health analyzes gene variation involved in key areas of the skin's health, such as collagen, inflammation and the skin's protection from oxidative stress and the sun. Based on the test, customers will receive personalized nutrition, lifestyle, and cosmetic recommendations that can improve their skincare and signs of aging. After the test is booked, a consultation with the DNA Life coach will provide consumers with a personalized plan to best take care of the skin.
Picture: Anake
Picture: SkinDNA
DNA conscious shopping
Understanding the sciences behind what we put into our body and how it metabolizes is the future. The DNA affects how the body responds to the food that individuals eat and explains why some are allergic to some types of food while being good to others. Brands have started to look at how DNA can guide shoppers to make the wisest decisions based on their own individual needs.
Tech companies have started experimenting with how to advise people on what to eat, drink, and exercise according to their DNA. Unity Design Labs have designed the DNA Band, a futuristic wearable capable of recommending customers the best choices in accordance with their DNA when going grocery shopping. It performs an on-the-spot genetic analysis of the food being chosen. By scanning the bar code on the grocery with the DNA band, the wearables tell you through either a green or red light whether it is suitable for the customer. The DNA band will only encourage you to adopt healthy eating and drinking habits.
The Inagene test kit is an at-home genetic testing kit, ideal for health-conscious people. Each person's DNA composition can react differently to the prescribed or recommended medications. This is why Inagene has developed an at-home DNA and genetic testing kit to identify which medications to avoid and which ones that suit the customers most.
Picture: DNA Band
DNA conscious nutrition
Supplements and nutrition brands have started to create personalized on-the-spot nutrition that considers customers' DNA. Rootine is a personalized multivitamin brand. It provides customers with data-driven formulating vitamins specific to their needs. However, the routine goes beyond personalization and offers actionable insights from customer's health data analysis and precision multivitamins.
It optimizes customers' health with in-app tracking and continued testing, so the formula continues to be accurate. It enables customers to improve their cellular nutrition through better data science and personalized solutions that support total body health. On September 13, the company announced $10 million in Series A funding led by Nashville-based Relevance Ventures alongside participation from Techstars and DSM Venturing.
Picture: Rootine
DNA conscious coaching
Wellness brands are looking at how people's DNA influences their wellness and brands are starting to tap into a more personalized approach by guiding customers to follow the most suitable plan in accordance with their genetics. Understanding genetic differences, DNA testing can reveal nutrient metabolism, cardiometabolic health, food intolerances, eating habits, and physical activities. A company that has tapped into this trend and works as a "DNA health coach" is the company DNA fit, which tests consumers' DNA, and offers insight into consumers' fitness, nutrition, and wellness. The company offers three main products: health fit, diet fit, and circle premium, which provides a kit with essentials for collecting a DNA sample at home. Consumers receive a personalized report with actionable insights and recommendations to improve their health and wellness based on their DNA.
The company fitness genes combine individuals' unique DNA profile with influential lifestyle and environmental factors to identify the specific actions consumers should follow to achieve optimal health. Whether customers are looking to lose weight, build muscle, get fitter, or live more healthily, the company provides personal insights that explain the individual's body needs and responds to diet, exercise, sleep, and supplements. Based on these insights, the company delivers personal actions for the individual that reveals the optimal way to eat, work out, supplement and live.
Finally, another company that has taken this approach is Habit, which works as a personalized AI nutrition. Based on a DNA swab test it will provide users with a highly-tailored meal plan program that considers customers' genetics to achieve goals.
Picture: Habit
Picture: DNAFIT
DNA conscious coaching
Wellness brands are looking at how people's DNA influences their wellness and brands are starting to tap into a more personalized approach by guiding customers to follow the most suitable plan in accordance with their genetics. Understanding genetic differences, DNA testing can reveal nutrient metabolism, cardiometabolic health, food intolerances, eating habits, and physical activities. A company that has tapped into this trend and works as a "DNA health coach" is the company DNA fit, which tests consumers' DNA, and offers insight into consumers' fitness, nutrition, and wellness. The company offers three main products: health fit, diet fit, and circle premium, which provides a kit with essentials for collecting a DNA sample at home. Consumers receive a personalized report with actionable insights and recommendations to improve their health and wellness based on their DNA.
The company fitness genes combine individuals' unique DNA profile with influential lifestyle and environmental factors to identify the specific actions consumers should follow to achieve optimal health. Whether customers are looking to lose weight, build muscle, get fitter, or live more healthily, the company provides personal insights that explain the individual's body needs and responds to diet, exercise, sleep, and supplements. Based on these insights, the company delivers personal actions for the individual that reveals the optimal way to eat, work out, supplement and live.
Finally, another company that has taken this approach is Habit, which works as a personalized AI nutrition. Based on a DNA swab test it will provide users with a highly-tailored meal plan program that considers customers' genetics to achieve goals.
Picture: Four Seasons Press Room
Action Steps
01
Consider formulating nutrition supplements that take the individual's genetics into consideration, in new innovative formats such as snacks, bars and drinks.
02
DESIGN
03
CONSULTING
Consider how you can test customers' DNA in new innovative ways.
Consider formulating personal care products that consider consumers' DNA, such as soaps, deodorants, and fragrances.
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