How the Bio Revolution could transform the competitive landscape – McKinsey Digital

“As personalization becomes a driver of marketing success, products and services tailored to the biological makeup of individuals, such as food and skin sensitivities, will become the new normal… Some incumbents have already spotted the opportunities and are increasingly interested in mining these data. Imagene Labs announced a deal with ONI Global in 2019 to offer its genetic test and resulting skin-care-product recommendations in General Nutrition Centers’ Malaysia, Philippines, Singapore, and Taiwan stores.”