It is quite common to hear the phrase ‘a brand’s DNA’ being used to describe the essential building blocks that enable the brand to evolve much like a living organism.
But must the expression be just a metaphor? Advances in DNA technology offer endless possibilities, which together could add up to a brand’s genome.
As President of the UK Society of Cosmetic Scientists back in 2014, it was incumbent on me to choose the SCS Medal lecturer and the topic for the SCS Annual Symposium. I invited Dr James Hayward, Chairman, President and CEO of Applied DNA Sciences, to give the SCS Medal Lecture on DNA, as the scientific world were still celebrating 60 years since Watson & Crick had discovered the DNA doublehelix.1,2 I chose the topic ‘Face the Future’ for the SCS Annual Symposium and we invited experts in stem cell research, peptide chemistry, nanotechnology, 3D printing, smart materials and from other cutting edge areas of science employing DNA technology. I am very proud of how the cosmetics industry enthusiastically adopts and adapts new discoveries, rapidly bringing them to consumer awareness.
I wanted the SCS Symposium to give delegates a preview of the scientific advances taking place in related disciplines that could become the foundations of the next trends.3
Log in or register FREE to read the rest
This story is Premium Content and is only available to registered users. Please log in at the top of the page to view the full text.
If you don't already have an account, please register with us completely free of charge.
