H&B trials express 20-minute DNA testing

Holland & Barrett (H&B) is trialling the use of cutting edge DNA testing technology designed by British healthcare company DnaNudge to provide on-the-spot genetic insights relating to sleep and skin health.

DnaNudge’s new Express DNA Test involves a cheek swab conducted in-store, after which results are delivered securely to shoppers’ smartphones via the DnaNudge app within 20 mins, providing data on individual genetic traits relating to oxidative stress and caffeine metabolism.

Guided by DNA

The genetics testing innovator says the technology ‘unlocks genetic insights for healthier skin and better sleep’, giving consumers a better understanding of how quickly caffeine can be cleared from their system and how great the impact of oxidative stress is on their skin.

“The digitized results … enable customers to be guided by their DNA towards a healthy caffeine intake and timings that are right for them, plus discover how to protect their skin from premature ageing and other skin conditions,” says H&B.  

H&B advisors are then on-hand to assist customers, using their DNA reports to identify bespoke product recommendations ‘tailored to their unique biology’, while the DnaNudge app can be used to scan skincare barcodes and match products to their personalized requirements.

H&B’s Chelmsford, Bluewater, Birmingham Bullring, Edinburgh (Princes Street) and Oxford (Queen Street) branches are offering the service at a cost of £30.

Andrew Jones, H&B head of format, comments said: “Holland & Barrett is transforming to be a destination for wellness solutions that are rooted in science. We know that our customers are increasingly looking for personalized, advice to help positively manage their wellness, and we’re delighted to be bringing this cutting-edge technology for our customers to use to help them understand more about how they can positively impact their health through nutrition and lifestyle changes.”

By Rosie Greenaway, editor