Schwarzkopf hair care ‘e-brand’ launch: next level personalisation

By Lucy Whitehouse contact

- Last updated on GMT

Schwarzkopf hair care ‘e-brand’ launch: next level personalisation

Related tags: Personalisation, customisation

Schwarzkopf says its new My Specialist brand offers a whole new level of personalisation for the hair care sector.

New Schwarzkopf My Specialist is the first customized hair care e-brand that is scientifically designed to meet every customers’ individual hair needs – based on advanced microscopic testing​,” says the Henkel-owned brand.

The brand is now available online in an exclusive cooperation with Chinese online shopping site T-Mall, the company says.

Schwarzkopf My Specialist Hair Analysis is moving with the times by entering the e-commerce sector, and offering high-performance personalized hair care products through a trend-setting shopping experience​.”

What is My Specialist, and how does it work?

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Customized for consumers’ needs, My Specialist Hair Analysis was developed by Henkel’s research and development experts, marketing teams and the Shanghai Advanced Research Institute.

The brand says the launch brings together a breakthrough technology with a premium haircare and an advanced shopping experience.

This is how it works:

  • A specially generated dryness and damage evaluation system checks the consumer’s hair constitution and displays it on a 1 to 5 scale.

  • To achieve a more profound result, consumers are requested to fill out an additional questionnaire that assists in determining the individual health of the scalp.

  • The following six aspects of hair condition are examined: Cuticle array, cuticle lift-up, cortex exposure, cuticle damage, hair thinning and hair split.

  • Low-, Medium- and High-Levels with clear definitions can be correlated with every single hair condition aspect. The consumers’ Hair Analysis rests upon these six aspects, which are explicitly outlined in the hair report.

  • Based on the extensive hair analysis, personalized hair care products will be created.
    After approximately two weeks, consumers receive their customized high performance
    hair care products: One supply includes a shampoo and nine power shots.

Kesinee Charoenchitpaisarn, Regional Marketing Director Schwarzkopf Hair Care Asia-Pacific says:

“We want to stay on top of the personalization trend and grow our consumer relationships. We believe Schwarzkopf My Specialist will definitely improve the consumer experience and journey.”

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