Beiersdorf is applying its 140 years of skincare experience to a new two-step skincare label called O.W.N, (Only What's Needed) which was expressly created to respond to consumers’ growing desire for personalized skincare. Powered by artificial intelligence, the face care label offers simple cleansing and care products for both day and night. The clean, radically transparent self-adapting skincare solutions are simplified into a two-step routine.
O.W.N draws from artificial intelligence so that it can "select the single best unique product offering out of 380,000 formula combinations." To determine the products that are right for their unique skincare needs, consumers can take a scientifically evaluated questionnaire. O.W.N's C.A.R.E.+ strategy and products are shared online as part of a purely digital business model.