The Berlin concept store showcases the most innovative technological retail experience that consumers can have, including interactive points of retail and hair consultation apps.
The German multinational has opened its first D2C direct-to-consumer, ‘The House of Schwarzkopf’ concept store, in Berlin.
It is an interactive retail space and hair salon created by the company’s beauty care business unit, together with the digital unit Henkel dx and the agency Solidsense GmbH.
The primary objective of the new concept store is to offer new digital applications for a unique customer experience along with a range of professional haircare products, limited editions and a new flagship brand, exclusively available in the House of Schwarzkopf. That means customers can personalise products and be inspired by the various interactive activities available in the store.
Powered by RAQN, the technology in the House of Schwarzkopf concept store, enables consumers to experience the innovative Schwarzkopf Professional’s SalonLab Smart Analyzer, providing scientific hair diagnosis that complements the hairdresser’s expertise. This enables a best-in-class and personalised colour and care consultation.
Rik Strubel, chief marketing officer, Henkel Beauty Care, said: “The House of Schwarzkopf is not only the new home of the most iconic haircare brand of our time but also creates a bridge from the past to the future – located in the heart of Berlin where Hans Schwarzkopf laid the foundation stone, its new home now combines more than 120 years of expertise in hair with state-of-the-art technology, creating a place where the brand and its values, promises, products and history are not only represented but can be truly experienced.”
Michael Nilles, chief digital and information officer, Henkel, said: “With the House of Schwarzkopf, we want to establish Schwarzkopf as a consumer-centric player by creating a platform that invites consumers to experience Beauty Care products and applications in a completely new and digital way. With the ‘Make-over-Mirror’, for example, our first-ever completely in-house developed Augmented Reality application that is assisted by Artificial Intelligence, we are leveraging one of the major trends we are currently seeing the shift towards more personalization and the wish of consumers to try products before buying them.”