Everence is a substance containing the DNA of a loved one that can be embedded into a new or existing tattoo. The patented technology can incorporate DNA from anyone (dead or alive) and is intended to ‘deepen bonds literally and physically’, so that tattooed individuals can ‘carry’ their loved ones with them at all times. After customers send in the DNA of their choice, it is enclosed in microscopic plexiglass capsules so that the DNA doesn’t disappear from the tattoo. The US-based company has partnered with tattoo artists (including Valerie Vargas and Scott Sylvia) in the launch. As of December, Everence is available for preorder and retails for USD 675 – payment plans will be offered at a later date.

Everence is part of a wave of DNA-based startups and innovations (from travel tours to craft beer) that are taking personalization into a new dimension. Because just getting someone’s name inked onto your skin is soooooo 20th century. In 2018, customers won’t get excited by superficial customization. “Look, I chose the color!” doesn’t cut it any more.

More than that, innovators will see all the classic elements of trends at play here. First, it speaks to eternal human desires: recognition and remembrance of loved ones, self-expression and personalization to name but a few. Then, new technology triggers new ways of servicing those basic needs. Innovators in multiple industries explore these new opportunities. Finally, and perhaps most importantly, things that seem extreme one day, start to become ‘normal’, expected even. People constantly look to raise the bar a little higher: “check out my new tattoo...it has my loved one’s DNA running through it!” That’s a story worth telling. So, in 2018, will your personalization help customers connect on the most intimate levels to the values – and people – that resonate with them?

Watch the video here and tell us what you think.