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23andMe conjures images of spitting into a tube and sending it off to the company, specifically for ancestry: the tests that reveal your genetic background and what countries your ancestors came from.
However, those ancestry tests are only half of the picture. To inform customers—both current and potential—about the other side of the brand’s services, 23andMe is launching new marketing tactics. One of these is “Meet Your Genes,” an experiential, interactive event that ran for two days last week in New York.