Henkel recently opened a new consumer testing center located in the headquarters in düsseldorf.
Exactly how consumers use products for hair styling, shower gel or toothpaste? In the centre of Henkel Beauty Insights beauty professionals cosmetics companies can now study these consumer habits directly and to transform understanding of design and development of new products.
For many years a division of Henkel in beauty care included extensive feedback from consumers in their development process of innovative products. For example, in Dusseldorf and Hamburg already has two test salon, where applicable new approaches to coloring hair. Thanks to the newly open Beauty centre Insights, Henkel not only expanding existing facilities in düsseldorf, but also gets an idea about how to use additional product categories – from tools to body care to shampoos and products for hair styling.
“Consumers use our products to care your way. Different trends, and regional practices are the reason that we observed significant differences in consumer behavior. Now we can analyze these differences in our North American test center in Stamford and in the beauty centre in Dusseldorf, and then to integrate these differences directly to our product development process,” says Thomas Forster, head of research and development in the field of beauty Henkel.