Beauty Store Business

DEC 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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in the user's DNA. The DNA kit works by screening or multiple genes in order to provide users with the most speciic inormation possible about their eatures. There are practical applications or DNA kits in the beauty industry, especially as a means to connect consumers with the products that best it their individual needs. Beauty store owners looking to enter the DNA market should think o beauty DNA kits as guideposts or consumers. The kits arm clients with knowledge o their genetic traits and an idea o what their regimen might lack. But it's up to you as an expert voice to ground this inormation in reality and help them do something with it. This is your opportunity to make customized product recommendations, translating genetic beauty data into the right in-store purchase. "DNA test results can help beauty store owners personalize a beauty routine or their customers based on the test results, i their customers are willing to share," Blanchard notes. "This helps their clients choose products that will work or them and reduces costly trial and error when looking or products." I you are looking to carry beauty DNA kits in your store, research what kind o kit to buy–what does the service screen or and how does it do this? Some kits achieve higher levels o speciicity than others because they utilize more robust databases or more specialized algorithms. Also consider which kit best aligns with the products you carry, or i one kit better matches client concerns–graying versus dry skin, or instance. Ultimately, whether you carry a beauty kit or just help customers decipher them, you're preparing yoursel or beauty into 2020 because artiicial intelligence and DNA-based personalization are on the rise. DNA kits complete a holistic picture o personalized beauty, as genes are the building blocks o our individuality. "The uture o DNA testing is very bright," Blanchard says. "It helps people discover things they never knew about themselves, conirm things they've always suspected and better understand the links between their genes and how their bodies work." ■ Emilie Branch is a writer based out o New York, NY. monsitj/gettyimages.com 46 December 2018 | beautystorebusiness.com Here's what you need to know about DNA kits–and how they can help you recommend the right products or your clients' needs. By Emilie Branch I t's oicial; DNA kits have iniltrated the beauty industry. And while it may sound sci-i, DNA testing is actually very simple and practical. As with ancestry tests, the user collects a sample o saliva or hair and mails it to a lab. The testing company analyzes the sample with an algorithm that searches or speciic traits and generates inormation about the user's skin, hair and nutrition. The user then can log in to see test results and show those results to sta at a beauty store to receive recommendations. These kits generally cost less than $200, and consumers typically purchase them directly online rather than rom brick-and-mortar beauty stores. Beauty DNA kit brands such as Orig3n and Nutraol provide consumers with intel on how their skin and hair will react to various conditions and stressors, including inormation about hair graying and exposure to UVA/UVB rays. Some o these brands also have extensive databases because they've partnered with companies like 23andMe and Ancestry, so that users subscribed to those services do not need to resubmit an addition DNA sample. Kate Blanchard, COO at Orig3n, says, "Test results tell someone i their skin is oily or dry, i someone is more likely to wrinkle or i someone will experience hair loss or go gray early. This inormation will help users determine the best approach to their beauty regimes and guide them in taking preventative steps, i necessary." Again, this is accomplished through an algorithm that turns raw genomic data into legible inormation based on distinctive characteristics DECODING DNA KITS Orig3n's Beauty DNA Test assesses one's skin and hair health.

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