Holland & Barrett now sells DNA tests to determine your sensitivity to caffeine and the skincare you need. The retail chain is capitalising on the growing trend towards hyper-personalisation… right down to the DNA level.
Caffeine and skin sensitivity
In some Holland & Barrett shops in the UK, customers can now take a DNA test: DnaNudge‘s express tests work from a cheek swab and, after just 20 minutes, consumers receive the results on their smartphone. They get immediate genetic information on skin care and how to improve their sleep.
The technology claims to detect specific genes that influence how quickly a person can clear caffeine from their system and the impact of oxidative stress on the skin. With the digital results, customers can better tailor their caffeine intake to their DNA and discover how to protect their skin from premature ageing and other skin conditions.
Nutrigenomics, the new dream
The initiative is part of the trend towards personalised nutrition and even nutrigenomics, a new field combining genetics and food science, as Stefan Van Rompaey and Jorg Snoeck write in their book The Future of Food. The technology should enable consumers to develop a hyper-individual approach to their physical and mental health.
