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At the opening of the “Beauty Insights” (center) Kristin Miehlich, “Beauty Insights”, Vildan Önpeker-Cerci, corporate director global marketing Henkel Beauty Care, Jens-Martin Schwärzler, executive vice president Henkel Beauty Care, and Dr. Thomas Förster, corporate vice president global R&D Henkel Beauty Care.
DUSSELDORF – Henkel recently opened its new consumer tests center located at its headquarters here. In the new “Beauty Insights” center, the company said that its Beauty Care experts can now observe consumer habits and directly transform insights into the design and development of new products.
“Consumers use our Beauty Care products in their own individual way. Different trends, but also regional practices are the reason why we observe significant differences in consumer behavior. We can now analyze these differences in detail in our North American test center in Stamford and the ‘Beauty Insights’ center in Düsseldorf and integrate these differences directly into our product development process,” says Thomas Förster, head of global R&D at Henkel Beauty Care.
He said for many years, Henkel’s Beauty Care business unit has been incorporating extensive feedback from consumers into their innovation process. For example, there already are two test salons in Düsseldorf and Hamburg, where new hair colorations are applied. With its recently opened “Beauty Insights” center, Henkel is not only extending the already existing facilities in Düsseldorf but is also gaining insights into the use of further product categories – from body care to shampoos and styling products.
Förster said that the experts are particularly interested in how consumers handle the products, how much water they use and how exactly they apply the product. Thanks to the test center, Henkel Beauty Care experts can now directly test and improve products and new developments with their consumers – and gain new inspirations for innovations. Furthermore, the “Beauty Insights” center provides an appropriate setting to gain authentic insights into consumers’ behavior: Product testers apply the particular products in fully equipped bathrooms and can be watched by the team of researchers – of course, under consideration of applicable privacy policies and strict guidelines.
