BERLIN — Beiersdorf’s medically-minded Eucerin brand is getting its own skin care center. The debut Eucerin Skin Institute will open Friday in Hamburg, located in a refurbished former post office that is already home to a private dermatology clinic and a pharmacy. The Eucerin Skin Institute’s 2,700 square feet will host a consultation area, shop and four skin care cubicles. The brand, sold primarily in pharmacies in Germany, will also offer training for dermatologists and pharmacists covering both Eucerin products and other skin care topics.
Visitors to the center can receive a skin analysis with the brand’s new Skin Code Reader for 16.50 euros, or $21.64 at current exchange. Eucerin skin experts use the device to measure skin’s elasticity, redness, pigmentation, wrinkle depth, oil production and moisture. A specialized treatment plan will be recommended, and those customers who are willing and able may also become guinea pigs for further research.
“With the Skin Code Reader, we are planning to anonymously collect skin data from volunteers that we can then analyze on a long-term basis,” said head of Eucerin Worldwide Karin Hannig. “The goal is to create the world’s largest skin database, which will on the one hand enable us to offer better advice to consumers, and on the other hand provide us with knowledge for product development.”
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Customers can also choose from a menu of skin treatments divided into four types: clarity, calming, balance and vitality. The offer includes oil massage, moisture pedicures and face cream applications paired with a warm fleece mask. Prices range from 15 euros, or about $20, for a 15-minute hand treatment, to a 90-minute firming and contouring antiage regimen for 110 euros, or $144. Services also cater to skin problems such as psoriasis and rosacea.
Beiersdorf also operates three Nivea Haus (a hybrid of shop and spa) locations in Hamburg, Berlin and Dubai.