What do skincare, microchips and Duran Duran have in common? It’s ” U+” by Geneu, an innovative and slightly mind-blowing concept that uses your DNA to give you bespoke skincare products.
Have you ever wondered what happens if you put DNA on a microchip or indeed what Nick Rhodes, Duran Duran’s Keyboard player does in his spare time? Are you “hungry like the wolf” for the perfect moisturiser? Are you jealous of the “girls on film” with their perfect skin? Ok, I’ll stop now. It’s taken me a while to get my head around this, but here we go. Here comes the science bit.
Our bodies don’t deal with chemicals in the same way. So, although you might have the same skin-type as a friend, it doesn’t mean that a product will work for both of you. This is down to the 0.1% of our DNA that is entirely unique to us. Dr Chris Toumazou, Chief Scientist at the Institute of Biomedical Engineering, Imperial College London, has invented a microchip that can detect the subtle differences in our DNA from saliva. This is high-end healthcare technology meeting the beauty industry, in a unique way.
The Genou flagship store is on New Bond Street, London. If you’ve had enough with skincare as you know it and you’ve got deep pockets (£600 for analysis and serums) then the U+ personalised cosmetics might be for you.
We’re all familiar with the CSI-style DNA testing. Don’t expect this at Genou. You arrive at the store, give a saliva sample (on a swab) and the testing is done within around 30 minutes. The saliva is put onto the microchip and is then analysed. The results are then used to give a unique skincare solution that is truly personalised to you. Now, what’s Nick Rhodes got to do with this? Is he manning the laboratory, resplendent in a lab coat, his foppish blond locks tucked under a hairnet? No, he’s the Creative Director of Geneu. Apparently Nick has background in art and design. Who’d have known?
Now, I’m not currently in the market for £600 skincare. There are those that will be, of course there are. With a flagship London store, I fully expect to see U+ succeed. I’m also not sure how I feel about the whole DNA angle. I associate DNA with crime and as it is so personal, so unique, do I trust a Beauty Store with it? Something to think about.
Will you be giving U+ a try or is it a “no-no” regardless of the cost? Comment below!
P.S. Duran Duran gags are very welcome!