The GENEU Press Launch Party at Selfridges
Here at YCB we’ve seen the future of skincare, and things are getting personal. There’s a clear trend of customization in fashion (monogramming, sew-on patches for jeans, and a whole host of ways to make your wardrobe more you). Excitingly, this is making its way into the beauty world in the form of bespoke luxury skincare from GENEU.
GENEU is offering something very different: personally-prescribed skincare that is unique to each individual’s genetic profile and lifestyle. Fancy stuff, right? And no, this is not another beauty gimmick, one of many products with vague and insincere claims. There has been rigorous testing, the staff have drawers full of relevant PhD’s and credentials, and the products are based on revolutionary technology; this culminates to create skincare we can actually believe in. In serums we trust.
So, what happens when revolutionary science and skincare meet?
Well, customers provide staff with a DNA sample (a simple saliva swab) and a completed lifestyle questionnaire, which is then analyzed. The DNA test and questionnaire identify your skins natural antioxidant protection and the rate at which your collagen deteriorates (two major factors that determine the health and appearance of skin.) Staff talk you through your DNA reading in detail with an impressive ability to answer any questions and a laudable patience for customers like myself who don’t quite understand the science; you’ll learn about your present skin condition and gain understanding of what this means for the future. Finally, you’ll receive a sleek package of serums tailored to your skins particular needs, with the appropriate concentration of active ingredients for your individual results and the promise to help to keep your skin healthy, radiant, and visibly improve signs of aging.
GENEU has just announced more exciting news: from 26th September until 9th October, there will be a pop up GENEU site in the Beauty Workshop at Selfridges. At this pop up, you will be able to receive the analysis of your DNA and lifestyle tests on the same day, given that the test is conducted by 2:30pm. That’s an impressively speedy turnaround for such a complex process. This is a totally unique in-store service, and one you won’t want to miss.
I was lucky enough to attend the launch of the GENEU x Selfridges collaboration, and between delicious bites of banana bread and several cups of coffee I managed to (just about) understand the impressive science behind the brand and test out a few of the products.
Although I can’t yet comment on the impact of the serums (it’s only been a week or so) I can say they leave a beautiful finish on the skin, acting – for me – as a primer and moisturiser as well as a serum. They are hydrating, smoothing, and simple to use – just pat them into cleansed skin morning and evening. Plus, the packaging looks very stylish in my bathroom cabinet.
Unsurprisingly, this luxury skincare comes at a luxury price. But then, with well-substantiated claims and innovative technology backing the products, why would we expect anything else? Personally, I feel much more comfortable spending money knowing that the products have been thoroughly researched in order to ensure efficacy and provide customers with a unique and bespoke skincare regime. If keeping your skin healthy is important to you then all signs point toward this being a worthwhile investment.
GENEU is truly world-class and it is paving the way for an exciting future in the beauty world; make sure you pop the dates of the collaboration with Selfridges in your diary and don’t miss out.
