Nivea-maker Beiersdorf is continuing its push to offer more personalized skincare options with an investment in a new direct-to-consumer (DTC) brand called Routinely.
Through its OSCAR&PAUL Beiersdorf Venture Capital Unit, the company is investing in the start-up together with Belgian co-investor 9.5 Ventures.
Routinely, which launched this week, focuses on a “modular skincare ritual emphasizing the dynamic nature of the skin”. The fledgeling brand uses an initial online questionnaire and a complementary app to help consumers match the perfect combination of a total of 13 unisex serums for their skin.
Through the consumer’s self-assessment, supplemented by an algorithm, the daily skincare routine is individually adjusted based on current measurement results in real-time via the Routinely app. Apart from the consumers’ current skincare requirements, external factors such as humidity, temperature, air quality, or solar radiation are also taken into account.
“We must reconsider the traditional, static way of thinking when it comes to skincare,” said Charlotte Van Loock, cofounder and CMO at Routinely.
“Our skin is a living, breathing organ that is influenced by a myriad of factors, such as eating habits, day-to-day environment, sleep patterns, hormonal balance, and many more. Generic products fail to cater to this individual specificity of our skin. Our goal is to create more clarity in the skincare segment. We want to offer consumers exactly and exclusively what they need to improve their skin health. Active ingredients that are proven to work while providing smart, convenient care.”
The product will initially launch online in Belgium and the Netherlands, with other European countries to follow.
Ascan Voswinckel, Head of OSCAR&PAUL Beiersdorf Venture Capital, stated that its involvement was another step towards implementing the company’s C.A.R.E.+ strategy, which includes investment in sustainability, digitalization, and promoting innovative business models. “We know from comprehensive feedback and studies how relevant personalized skincare is to the consumer,” he said.
“We strongly believe in the pioneering concept of Routinely brought about by the team with an exceptional deal of dedication and spirit. As an investor and strategic partner, we collaborate closely with the team and share our expertise to bring Routinely to market quickly and evolve it successfully.”
He added that investment in Routinely also reflects the potential Beiersdorf sees in serving increased online demand that has been accelerated by the pandemic.
NAM Implications:
- A pointer for all skincare, post Lockdown?
- Capability for assisted self-tailoring means a tighter fit with consumer need…
- …whilst unisex delivery has to be a plus.
- A logical way of optimising DTC.
