THE WHAT? Henkel-owned Schwarzkopf Professional has announced the launch of a new salon brand, SalonLab&Me, which combines hairdresser expertise with a digital experience offering clients hyper-personalized hair care recommendations to match their hair type.

THE DETAILS Consultations will be carried out by a hair stylist using the SalonLab Smart Analyzer, an analysis tool that looks at hair at a molecular level via an infrared sensor. The analyzer then  generates personalized product recommendations, which can be customised further with a selection of fragrances and the client’s name and preferred color on the labels.

Salons will receive a commission for every order made by their clients, whether placed in the salon or between visits, thanks to an online shop that is exclusively linked to the salon.  

THE WHY? Michael Nilles, Chief Digital and Information Officer at Henkel, reveals, “The mega trends of personalization and data-driven innovation are rapidly evolving, and we at Henkel are continuously working on new products, business models and ideas to create meaningful and substantial experiences and innovations for our customers and consumers. With the launch of SalonLab&Me, we are expanding our D2C competencies and are creating additional value for our consumers. But even more than that: By powering our professional hair care experience through RAQN, our digital business platform, we were able to bring a new business model to life and get one step closer to the hair care of the future.”