The Next Generation of Personalization has Arrived

Brands are beginning to leverage genetics of consumers to tailor their offerings

92% of marketers and executives believe in the value of personalization, according to Dynamic Yield’s research, however only 17% of companies across the globe currently have personalization baked into their DNA of their business strategy. Ironically, I want to illuminate some of the bleeding edge brands that are now integrating personalization as a core part of their marketing strategy by literally incorporating their consumer’s DNA.

Consumers no longer accept a one-size-fits all approach when it comes to garnering their attention or the products they use, which is why recent research by Epsilon has found 80% of consumers are more likely to do business with a company if it offers something that engages their unique passions and preferences. We’re living in an age where this sort of demand can easily be answered as technological and scientific advances allow brands – both large and small – to create small batch productions at a cost-effective scale.

Aside from small batch production, other brands are just leveraging different methods of DNA-testing and quizzing to direct consumers to the best off-the-shelf products for them specifically. This approach retains the interactivity that consumers love and still has a personalized touch, however, it is more accessible and cost effective.

This trend has evolved from something TrendHunter.com identified as “Startup Genetics” nearly 2 years ago. Based on our 3,000,000,000 views of data and our virtual focus group of 200,000 people, our research into this topic indicated that direct-to-consumer models of DNA testing were becoming popularized. These test kits are now being accepted into the homes of millions and influencing their behaviour when it comes to lifestyle choices like nutrition, fitness  and even their dating life (which is not something I’d personally advise). Now, we’re seeing this trend intensify as Gene Personalization is embedding itself in many different industries, from food and beverage, to beauty and design.

While this type of gene testing still varies greatly in terms of quality and accuracy, consumers have not seemed to mind. The thrill of having a completely tailored experience – even if it comes with a higher price tag – doesn’t seem to matter as much as the bespoke experience itself. In an age of big data, it’s important for brands to look at what data they have and use it to personalize their offerings in order to stay relevant. From a marketing perspective, how can your brand use data in an amusing and novel way to spread word of mouth and engagement about what you have to offer? Take a look at five examples from various industries that are taking personalization to the next level with genetics.

1. Genetically Specified Beer Glasses

A fantastic vintage merlot should only be enjoyed with the right stemware, and the same goes for beer. While many may not pay mind to the vessel their brew is delivered in, the medium can impact your overall experience with a beverage – either enhancing it or detracting from it. The ‘DNA Glass’ is a project that allowed beer drinkers to have a truly personalized tasting experience by allowing them to submit a DNA sample, have it analyzed, and then have a 3D printed glass printed based on their DNA. The results were beer glasses that varied greatly in capacity, diameter, design and glass thickness, which represented characteristics such as alcohol tolerance, sensitivity to hops bitterness and malt aroma and sociability.

2. Customized Skincare Serums

According to Google trends, skincare has been a search on the rise over the past 5 years. Now even Gen Z is looking to take care of their skin and slow the aging process – before it’s even begun. With this generation, comes a new expectation for personalization, and Two22 has them covered. Their skin serums are customized to each specific individuals needs. Send in a swab for genetic testing and ta da! Two22 chooses which “biological serum” would be best for your complexion. The brand is winning not just with their bespoke approach to skincare, but also the appeal of being cruelty-free, vegan friendly and 100% organic. 

3. DNA-Based Restaurant Dishes

While it may seem unlikely for a local restaurant to partner up with a genetics testing company, that’s exactly what Vita Mojo is doing to offer completely balanced meals catering to individuals. Through their partnership with Canadian company DNAfit, they base the meals served to patrons off of their own genetic code by looking at deficiencies in calories, macros, etc. For $280 US, you can get a deeper understanding of “your exercise and diet genetics” by sending in a saliva sample and get you an infographic the details your personal genetic information. Naturally, this health-focused restaurant offers dining that is free of preservatives, freshly-made, with no gluten, added sugar and full transparency of how their dishes are made and what exactly is in them. Taking this one step further, you pay for your food item and the quantity you’re getting down to the exact gram, so if you’re vegetarian you can be sure you’re not being charged extra for a lower cost dish.

4. DNA-Analyzing Sommeliers

Vinome is taking wine to a whole new seriously scientific level. While you may rest on the laurels of your old favorite pinot noir, this company, like the businesses previously discussed, Vinome creates a product tailored to your unique genetic makeup. There are ten genetic markers that are analyzed in relation to taste and smell and then the company informs you of the bottle of wine that is best suited you from a winery based in California. You can even take their taste quiz for an easier way to determine your preferences for specific foods and drinks. Winos who obsess over their grapes and those who can’t tell a chardonnay from a pino grigio (tsk tsk) are both equally intrigued of this service that seems to take the guesswork out of finding your perfect wine match.

5. Disposition Test Kits

Marmite is a polarizing spread that is quite popular in New Zealand – so much so that thousands of memes can be found online about it. Some proclaim, “Put Marmite in all the things!” While others warn, “Just say no.” This is the exact reason their ‘Love it or Hate it’ campaign was a success when it launched in 1996, and now in 2018, they’re bringing it back via DNA testing. With their Gene Test Kit, you can determine whether you’re a lover or a hater. They event did a study in partnership with DNAFit and had 260 British folk participate. This imaginative campaign clearly depicts how brands can use gene personalization to effectively market their products and reach not only engage brand advocates, but a wider consumer base as well.

If you're interested in learning more, Trend Hunter has hundreds of more examples of how businesses are pushing on personalization across all industries and also has done dozens of custom research reports on various facets of this topic. We also explore these themes at our energetic and informative Future Festival events.