Genomics, microbiome analysis and biomarker sensing technologies are transforming personalised skin care, according to a white paper published by Sagentia Innovation.
The R&D consultancy’s ‘Technologies for product personalisation: transforming consumer experience’ paper finds maturation of digital technologies is unlocking new opportunities for personalisation in mainstream beauty.
Alongside this, advancements in data analytic techniques such as AI and machine learning make it possible to quickly leverage material insights from vast datasets related to these areas.
Sagentia says these technologies can help to offer personalised formulations at point-of-sale or point-of-use, overcoming commercial challenges traditionally associated with small batch volumes.
Computer-assisted visual analysis of skin condition is already gaining traction as a way to inform personalisation. However, the skin is also affected by hormones, the microbiome, physical health, and internal organs.
Condition can change seasonally or following use of cosmetic products too. So, combining visual analysis with genomic and microbiome data plus data from other relevant biomarkers provides richer source material for the personalisation of product formulas.
“Personalisation has been a hot topic in beauty for years, but providing a meaningful experience at the right price point is a challenge,” said Phil Mackie, managing partner of Sagentia Innovation’s consumer division.
“This is set to change as digital technologies enable companies to offer mainstream products with more sophisticated personalisation options. It’s about finding ways to connect genomic and microbiome data with more dynamic information about the individual,” he added.
“Companies that start experimenting with novel ideas now will be at the forefront of this new age of transformative personalisation.”