Henkel’s 2018: what did the personal care giant get up to?

By Lucy Whitehouse contact

- Last updated on GMT

Henkel’s 2018: what did the personal care giant get up to?
From real strides in the sustainability area, to major launches in beauty tech, we take a look back at what Henkel achieved in 2018.

The personal care giant’s beauty business includes hair care brand Schwarzkopf, and its year last year focused on moving its beauty offering forward to meet the demands of the ever-more innovative industry.

Here are some key highlights.

Henkel signs commitment towards circular economy

The German consumer goods player announced its commitment to making the idea of a circular economy a reality by participating in the New Plastics Economy.

This is an initiative led by the Ellen MacArthur Foundation, which aims to bring stakeholders together to ‘rethink and redesign’ the way we use plastics, and to build momentum towards a circular economy.

Henkel is one of 250 organisations that have signed the New Plastics Economy’s Global Commitment to eliminate plastic waste and pollution at the source.

Find our full report here​.

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Personalisation app for point of sale: Choicify

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One of its key efforts in digital innovation for 2018, Henkel launched  new app designed to assist consumers when looking to find the right hair colour shade for them.

Choicify, the app, offers a mobile colour consultation programme, to guide consumers when buying colour-at-home style hair dye kits, and is designed for use directly at the hair coloration shelf in stores.

Find our full report here​.

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

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Another launch in the personalised beauty space, 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.

Find our full report here​.

Henkel’s US hair brands now housed together in one headquarters

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Last year, Henkel gathered its acquired and legacy brands in the US to operate from a single headquarters in Culver City, California.

We are excited to bring together under one roof the best professional hair care brands in the industry​,”​ Stefan Mund, head of Henkel beauty care hair professional in North America, says in a media release about the new Los Angeles, California – area headquarters.

“By bringing together operations, we will further strengthen our footprint in the US as well as our overall Henkel culture, which is the catalyst for cross-company knowledge sharing and collaboration.”

Find our full report by US Editor Deanna Utroske here​.

First ‘end-to-end ecosystem of digital devices’ for hair care diagnostics

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Again, a big launch in digital solutions for hair care. Henkel kicked off 2018 with the launch of a series of connected digital devices that “harness the power of IoT, big data, and augmented reality to diagnose hair and create personalized products”.

This is a concept dubbed the Schwarzkopf Professional SalonLab that looks to offer a ‘salon of the future’ experience. Find our full report here​.

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