Jul 19, 2017 | By Carlene Thomas Bailey
Get more with a WGSN membership. Click for a demo.
Dec 01, 2014
By Theresa Yee
New research suggests skincare tailored to individuals’ DNA may be the best way to combat the appearance of ageing, according to a Daily Telegraph report.
The research by one of Britain’s leading scientists claims to have created the most advanced anti-ageing serum ever.
Clinical trials over 18 months suggested that ‘Geneu’ (pronounced ‘gene you’) reduces fine lines and wrinkles by up to 30% within 12 weeks.
By studying the genetic code, experts can discover how fast the body degrades collagen – the structural protein which keeps the skin plump and supple – and the level of antioxidants which protect against damaging free radicals.
Regius professor at Imperial College Chris Toumazou’s genetic skincare range is possible because of his latest invention, a handheld microchip device, which can sequence DNA in 30 minutes at a fraction of the cost of other methods. He recently won European Inventor of the Year 2014 for the breakthrough.
He hopes that by bringing the technology into the consumer arena it will help the public get used to the idea of DNA checks which will ultimately benefit their health and encourage an era of personalised medicine.
Prof Toumazau recently gave a lecture at the Royal Society saying: “It’s not really skincare, it’s skin health… And the skin is the largest organ in the body.
“In a way it’s not about the serum, it’s about the science. And people are fascinated by what is going on in their DNA. They want to know about themselves and they come away with something that’s entirely bespoke to them.”
Prof Toumazou claims it is a perfect product for the ‘pre-Botox ladies’ who are not yet ready to go under the needle or knife.
Currently, the serum just looks at two elements of the skin, but Prof Toumazou hopes to include SPF and other markers of skin health.
However, the serum costs £600 for a four week course, which includes the consultation.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.