Search

Innovation: Beiersdorf Personalised Formulation System

Adriana Motta
Apr 16, 2024
2 min read

Beiersdorf's innovative technology platform analyses individual skin conditions and environmental factors to create truly customised skincare formulations on demand. The system combines diagnostic tools, algorithm-driven formulation, and automated compounding to deliver tailored products across the company's skincare brands.

Skincare products on stone blocks, labeled "OWN" with various names. Soft green and white tones, minimalist aesthetic.

Product innovation

The system incorporates several advanced technologies:

Multi-spectral skin imaging that analyses over 20 skin parameters beyond visible conditions.
Environmental sensors that measure pollution levels, UV exposure, and humidity to customise protection factors.
Algorithms that process diagnostic data against a database of over 1 million skin profiles.
Modular formulation architecture with over 100 possible active ingredient combinations.
A digital tracking system that monitors skin changes over time and adapts formulations accordingly.

Woman in a white robe and towel on head, lying on bed, looking at smartphone. Dim room, relaxed mood, no text visible.

This innovation responds to the growing understanding that generic skincare categorisations (dry, oily, combination) are insufficient to address individual needs. The system provides truly personalised solutions that consider skin factors and environmental exposures. The competitive advantage lies in combining established skincare expertise with cutting-edge technology, offering personalisation across price points rather than only in the luxury segment.

According to company data, consumers using personalised formulations reported 42% higher satisfaction compared to their previous off-the-shelf products and demonstrated 28% higher brand loyalty.

Development

The project development started within Beiersdorf's OSCAR&PAUL innovation incubator, specifically tasked with creating disruptive new technologies. The concept underwent extensive clinical testing to validate the diagnostic accuracy and formulation effectiveness.

Beiersdorf partnered with several technology companies specialising in imaging, machine learning, and automated compounding to accelerate the NPD. The system was designed with both in-store and at-home components, creating a connected ecosystem that would maintain customer relationships between retail visits. The development required significant investment in both hardware (diagnostic and compounding devices) and software (algorithm development and user interface).

Skincare products on stone blocks with a long-stem flower. Text reads "YOUR O.W.N". Minimalist aesthetic with a neutral background.

Trend

This innovation aligns with the "Hyper-Personalisation" trend identified in Mintel's 2023 Beauty Technology report, which found that 64% of skincare consumers believe their needs are unique and not met by mass-market products. According to NPD Group data, the personalised skincare segment grew by 46% in 2022-2023, outpacing the overall skincare market growth of 12%. A Euromonitor International analysis projected that technology-enabled personalised beauty would grow to a $4.7 billion global market by 2025, representing the fastest-growing segment in premium beauty.