Henkel Beauty Care and its salon brand Schwarzkopf Professional have created a concept dubbed the Schwarzkopf Professional SalonLab that looks to offer a ‘salon of the future’ experience.
The concept involves connected, digital diagnostics in novel formats: the company says these include near-infrared hair diagnostics and augmented reality color consultation.
The salon concept is then able to create personalized on-demand hair care products for consumers.
SalonLab is a two-time recipient of this year’s CES 2018 Innovation Awards, which celebrates outstanding product design and engineering in new consumer technology products.
Leveraging digital for hair care
Henkel states that the SalonLab concept offers the first end-to-end ecosystem of connected devices that measure hair condition as well as hair color and provide hyper-personalized products and services.
“At Henkel, innovation is in our DNA and leveraging the opportunities of digital technology in our business activities is an integral part of our strategy,” said Marie-Eve Schroeder, Chief Marketing Officer at Henkel Beauty Care.
“With SalonLab, we are reinventing hair care with a hyper-personalized solution empowered by a holistic application of connected devices.”
Disruptive, data-driven approach
Henkel suggests that diagnostics can add an interactive, collaborative approach to hair care consultations, and also offer brands access to data and the opportunities to leverage that data in new and innovative ways.
“With the launch of the Schwarzkopf SalonLab digital ecosystem, we are redefining the way both hairdressers and their clients are experiencing beauty in the hair salon,” said Dr. Nils Daecke, Head of Digital Marketing at Henkel Beauty Care.
“At the same time, we are laying the foundation for disruptive, data-driven business models, which build upon consumer insights and hair properties.”