The founders of genome profiling service 23andMe (one of Ancestry.com’s latest business partners) put a creative and chic spin on DNA test marketing by hosting a “spit party” during New York’s Fashion Week.
Well-dressed celebrities including media mogul Rupert Murdoch, film producer Harvey Weinstein (both of whom have financially backed 23andMe) and designer Diane von Furstenberg were in attendance. Between cocktails, guests could spit into tiny tubes to have their genomes profiled.
23andMe, whose test can tell you about genetic traits (such as whether you like broccoli), health risks and your ancient ancestry, was looking to promote its new $399 price (down from $999) and the online community it recently added.
The party went on despite a warning letter the State of New York sent 23andMe for performing medical testing without required licensing. (The company is negotiating a resolution.)
All I can say is it’s a good thing I wasn’t invited. I’d have to blow a few months’ salary on something decent to wear, then I’d probably miss the spitting tube and ruin my new dress. Read more about the spit party in the New York Times.