The provider of over-the-counter cloud based genetic analytics services for cosmetics applications will apply its patent-pending recommendations system to a range of highly active anti-ageing skin care products at The Organic Pharmacy at the Kings Road store in London.
The service preview is being made available to The Organic Pharmacy ahead of a global launch early next year.
Mandy Siu, regional head of Marketing APAC for geneOnyx said: “This is the first phase of a global commercial roll-out for this solution, and we are proud to be bringing this revolutionary service to prestigious skin care clinic The Organic Pharmacy.”
The geneOnyx test harnesses patented rapid DNA detection technology from Imperial College London spin-out DNA Electronics to provide an individually-tailored recommendation service for selecting the best cosmetic products for individuals based on a scientific analysis of how well a person’s body will react to active product ingredients.
The on-the-spot service works via a saliva sample test, which delivers purified DNA to a microchip that simultaneously amplifies, using Polymerase Chain Reaction (PCR), and detects genetic signatures in the DNA.
The DNA microchip is plugged into a cloud-connected gateway device linked to CosMos, geneOnyx’s patent pending cloud-based analysis engine, and the genetic test results are analysed to provide a personalised shortlist of skin care products most appropriate and effective to the individual within 30 minutes.
Commenting on the launch of the geneOnyx solution, Dr John Fleming, dermatologist and Dermatology Specialist Registrar at King’s College Hospital London said: “The geneOnyx concept addresses a number of user's concerns when selecting a skincare product.”
“It helps identify those topical agents an individual may need (or metabolise better). One will derive more benefit from this approach rather than merely relying on the non-specific claims of a product.”
It is the first time on-site, over-the-counter genetic analytics has been brought to the consumer cosmetic industry.