Henkel opens the center for the study of beauty
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.
Experts are particularly interested in how consumers use products, for example, how much water they take, and how they applied the product. Through testing, the experts at Henkel beauty can now directly test and improve our products, new developments directly with their customers, and gain new inspiration for innovation. In addition, the center provides the appropriate environment in which to obtain reliable information about consumer behaviour: testers use specific products in fully equipped bathrooms, while under the supervision of the team of researchers, of course, subject to the privacy policy and strict rules.
