Henkel launches new personalised haircare brand

Henkel has launched a new personalised SalonLab&Me service to help consumers address their haircare needs.

The SalonLab&Me experience combines in-salon hair consultation with an online shopping experience to form a business-to-business-to-consumer business model.

Available via a salon-exclusive online shop, the service allows customers to receive hyper-personalised haircare recommendations and products from stylists.

The service begins with an in-app questionnaire about the current condition of the client's hair. Following this assessment, a professional hair analysis is carried out using the SalonLab Smart Analyser. This tool was developed under the guidance of Henkel Beauty Care’s scientists and hair specialists.

The SalonLab Smart Analyser informs hairdressers about recommend products and services best suited to each client’s hair type. The technology uses a near-infrared sensor to measure the quality of the inner hair condition, instead of only analysing the hair’s outer appearance.

The client will then receive a personalised product recommendation, which consists of a shampoo, conditioner and mask to match their haircare needs. The bundle can be further customised with the client’s name and chosen colour on the labels, as well as their preferred fragrance.

The order process is fully digitalised, with the client given a link to purchase their products and gain access to their personal SalonLab&Me account.

Friederike Murschenhofer, Corporate Director Digital Innovation at Henkel Beauty Care, said: “We’re really excited to launch this pioneering project, that combines the invaluable hairdresser expertise with cutting-edge digital innovation. With SalonLab&Me, we’re creating a unique physical-meets-digital experience in which salons and their clients explore the best of both worlds, brought to life through a new business model: B2B2C.

"Not only are we offering a hyper-personalised product, but also a matching digital experience – including access to a SalonLab&Me online account, where end consumers receive personalised content matching their individual hair needs and goals.”