O.W.N Skincare
Conscious and personalized, A.I.-based skincare
O.W.N Skincare
Beiersdorf AG
The Dieline Interview
World Brand Design Society Interview
Role: Design Lead: Brand Design and Development, Brand Book, Artwork Development
Tool: Adobe Illustrator, Adobe Photoshop
External Partner: Website
All images and text on this page are ownership of Beiersdorf AG and were published on Dieline
Using Technology To Make Your Skincare Routine Your O.W.N.
Interview published by Dieline
‘Only What’s Needed”, otherwise known as O.W.N., is a skincare brand that seems to be years ahead of its time. If there’s a beauty brand that exudes ingenuity, it’s this one. Using artificial intelligence, algorithms, and formulas to personalize their products, there is not a single detail they do not take into consideration with regards to their products. It was only fitting that their delivery and branding follow suit. For this reason, they chose to personalize the packaging for each customer, including their name in the title. Sticking with a neutrally toned green palette, O.W.N. stays true to the nature theme, while still seeming to allude to their precise use of science with their dotted typeface.
Everyone’s skin is unique – and so are their skincare needs. "Only What's Needed", is a skincare brand that uses artificial intelligence and is built around a proprietary algorithm, thereby only using ingredients that are specially formulated for individualized skin care needs. Catja Prykop who is the brand builder behind the custom-made face care explains, “O.W.N expresses what we believe in: consciously personalized products with all the precious ingredients the consumers need for their personal facial skin care.”
The process could not be easier: via the website, consumers are given the opportunity to use a scientifically evaluated questionnaire in order to determine which care formula is best suited to their skin. In the course of the online shopping process, not only the formulas, but also the packaging are personalized so that the consumers’ first names form a unit with the brand name – for example “MARY’S O.W.N”. Their unique personality thus, once again, becomes the focus of the very shopping experience.
Designer Marta Suslow describes: “Design has to be special and distinctive, just like our user. This is why we decided to embed the consumer's name into O.W.N's branding. The user will not only receive a personalized formula, but experience a fully personalized product.”
Beyond that, O.W.N products support consumers in reducing their personal ecological footprint – among other things, by using as many naturally derived and biodegradable ingredients as possible for the products’ vegan formulations. In addition, the brand uses refillable jars, and bottles as well as outer packaging made from organic materials to reduce plastic waste. All single-used components are recyclable.
Heike Georg, the creative developer behind the novel skin care brand summarizes, “Our planet deserves better! Therefore, we worked with reusable, bio-based and recyclable materials to make our packaging as planet-friendly as possible." O.W.N‘s design reflects the brand proposition - personalized skincare as unique and conscious as you are.
