Skincare experience, redesigned

O.W.N was a personalised skincare brand, built by Bundl, a corporate venture studio, in collaboration with Beiersdorf. A sustainable, 100% personalised, user-centric skincare routine, drawing the future of mass-customised e-commerce experiences.

What could skincare look like in the future? Together with Beiersdorf and Bundl, we jumped into the future, and looked at how an entirely renewed skincare experience could look like. With strong roots into the personalisation trends and mass-customisations technologies, we ideated, designed, and validated a digital experience for the personalisation and purchase of an ad-hoc skincare solution.

The team at Bundl landed on the concept of "OWN", a powerful name with an immediate reference to the personalisation engine that stood behind the cream creation. Under this brand name, each customer could configure an "OWN skincare set", e.g. "Mark's OWN Day Cream", uniquely created for Mark's skin specificities and goals.

We also helped OWN find its brand voice. Through a Lean Branding track, we identified 3 brand variations, and narrowed down on the one that demonstrated the most promising results and most attractive narrative, in adherence to the goals and values of the brand.

Although OWN is now discontinued, the process has been a testing ground for Lean Branding and Brand Validation, and a laboratory of experimentation to ideate a fully-personalised, future-proof skincare solution, ready for mass-customisation.