Frost & Sullivan Applauds geneOnyx for its DNA Testing Solution for the Personalized Cosmeceuticals Market

MOUNTAIN VIEW, Calif., June 20, 2013 /PRNewswire/ -- Based on its recent analysis of the personalized cosmeceuticals market, Frost & Sullivan recognizes geneOnyx Limited with the 2013 European Frost & Sullivan Award for New Product Innovation. geneOnyx leverages a DNA testing platform originally used for medical point-of-care testing to create an on-the-spot genetic test for anti-aging cosmetics.

geneOnyx's test requires only a single-step DNA collection procedure from saliva to examine single nucleotide polymorphisms (SNPs)—or genetic variations—in key genes relating to important skin biochemical pathways. The sample is placed on a rapid lab-on-chip system, which is connected to a cloud-computing device linked to CosMos™, geneOnyx's patent-pending, cloud-based data analysis engine and ingredient library.

In 30 minutes, the system maps the personalized profile of the individual's genetic variations with compatible active ingredients and recommends a customized anti-aging serum that will be most effective for the individual. The DNA microchip will be securely disposed of immediately to ensure the confidentiality of the customer's profile.

"The DNA microchip is portable, resembling a USB memory stick, and enables testing outside the laboratory environment," said Frost & Sullivan Industry Analyst Vin Nee Lim. "geneOnyx DNA testing harnesses DNA Electronics' proprietary Genalysis® technology; geneOnyx™ obtained a worldwide exclusive license from DNA Electronics in 2012 for utilizing this technology in the cosmeceuticals sector."

The geneOnyx test is the first over-the-counter personalized genetic test. Dermatologists and cosmeticians find it highly useful in recommending skincare products with specific ingredients. As the test is user-friendly, they can easily be carried out by non-scientific trained personnel and conveniently performed in a retail setting.

geneOnyx's product will have a significant impact on the cosmetic industry by enabling an end-to-end customer service.

"The company is set to launch a flagship store in London with its own skincare range, developed in association with the genetic testing technology, providing customers with both personalized recommendations and a skincare regime solution," noted Lim. "geneOnyx's current services are focused on anti-aging skincare, but the testing system's application will extend to health and wellness as well."

Each year, Frost & Sullivan presents this award to the company that has developed an innovative element in a product by leveraging leading-edge technologies. The award recognizes the value-added features/benefits of the product and the increased ROI it offers customers, which, in turn, increases customer acquisition and overall market penetration potential.

Frost & Sullivan Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis and extensive secondary research to identify best practices in the industry.

About geneOnyx Limited

geneOnyx™ has created a unique propriety over-the-counter, cloud-based genetic analysis technology, providing tailored recommendations related to skincare ingredients, associated genes and customized skincare products.

This unique end-to-end service allows an individual to select the optimal cosmetic products based on the individual's genetic variations (called SNPs).  

This revolutionary technology has been applied to a range of personalized skincare serums, which will be available later this year at the geneOnyx™ London flagship store, providing the ultimate anti-aging skincare solution.

This is a revolutionary approach to marketing cosmetics that significantly removes the guesswork involved when selecting the best individual skincare solution.

For more information: www.geneonyx.com

PRESS CONTACT for geneOnyx media inquiries:
Nicky Denovan
EvokedSet
Email: nicky[at]evokedset[dot]com
Tel: +44 (0)844 870 8025
Mobile: +44 (0)7747 017654

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SOURCE Frost & Sullivan