Big companies are no longer afraid to bypass traditional distribution channels and bring their brands directly to consumers. is doubling. In the summer of 2020, Henkel signed a deal with Berlin-based Invincible Brands Holding to acquire his 75% stake in a business comprised of his three fast-growing DTC brands: HelloBody, Banana Beauty and Mermaid + Me. Got. The Zotos Professional business also launched Better Natured, a luxury brand with naturally derived formulas developed and tested by stylists to deliver professional-level performance directly to consumers.
Henkel has now opened its first D2C concept store, House of Schwarzkopf, in Berlin. The company’s beauty care business unit, digital unit Henkel dx and distributor Solidsense GmbH have created an interactive retail space and hair salon with new digital applications for a unique and personalized customer experience. These worlds combine Schwarzkopf’s rich brand heritage with his Henkel dx digital expertise to create spaces that embody inspiration and craftsmanship while offering personalized products, services and experiences. .
“The House of Schwarzkopf is not only the new home of one of the most iconic hair care brands of our time, but also a bridge from the past to the future, located in the heart of Berlin, where Hans Schwarzkopf laid the cornerstone and new home. Today, we combine over 120 years of hair expertise with cutting-edge technology to create a place where the brand and its values, promise, products and history are not only represented, but truly experienced.Henkel Chief Marketing Officer for Beauty Care.
This location offers a wide range of professional hair care products, limited editions and new flagship brands only available at House of Schwarzkopf. Personalization and augmented reality are seamlessly integrated throughout the customer experience.
“Together with House of Schwarzkopf, we want to establish Schwarzkopf as a consumer-centric player by creating a platform that allows consumers to experience beauty care products and applications in a completely new digital way. With Over Mirror, for example, the first-ever fully in-house developed augmented reality application assisted by artificial intelligence leverages one of the major trends we see today. It’s a shift toward more personalized and consumers’ desire to try a product before they buy it. ” said Henkel Chief Digital and Information Officer Michael He Nils.
Make-over-Mirror allows consumers to test their hair color in an interactive way via cutting-edge augmented reality. New styles and colors are now available at the consumer’s fingertips to support consumer purchasing decisions.
“We aim to inspire our clients with a unique experience featuring product innovation, digital technology and best-in-class beauty services from internationally renowned hairstylist Hauck Schmidt, who manages our new salon. We trust him and his team to deliver that his salon concept of providing House of Schwarzkopf clients with a professional hairdressing experience perfectly reflects Schwarzkopf’s purpose. and supports hairdressers by providing a professional and unique hairdressing experience that brings the craftsmanship and salons of the future to life.” Henkel Beauty Care Professional Germany, Austria, Switzerland.
House of Schwarzkopf consumers can also experience the revolutionary Schwarzkopf Professional’s SalonLab Smart Analyzer. The technology provides scientific hair diagnostics that complement the expertise of hairdressers, enabling best-in-class, truly personalized color and care consultations. Developed under the guidance of Henkel Beauty Care scientists and hair experts, SalonLab has evolved further through close collaboration with Henkel’s digital unit, Henkel dx, drawing on over 120 years of hair expertise, research and consumer We infuse our insights into our proprietary algorithms.
House of Schwarzkopf’s personalized experiences and different forms of interaction are powered by Henkel’s consumer and customer digital business platform, RAQN, and its Consumer and Customer (CQ) Intelligence Engine. RAQN is also focused on launching the Virtual House of Schwarzkopf with the opening of the concept store.
Here, visitors can virtually explore the Schwarzkopf family interaction points, register for exclusive Schwarzkopf family events, and access treatment appointments at the in-house hair salon. The Virtual House of Schwarzkopf also has an online shop where you can find Schwarzkopf flagship brands, limited editions and special heritage products.