Personalized, e-commerce-based hair care brands have been around for years, but Schwarzkopf, the big European hair care brand from Henkel, insists that it is taking the idea to a whole new level, a microscopic one, with the debut of My Specialist. In an exclusive deal with Chinese online shopping site T-Mall, Schwarzkopf My Specialist Hair Analysis is offering high-performance personalized hair care products through the e-commerce channel, insist company executives.


"We want to stay on top of the personalization trend and grow our consumer relationships," explained Kesinee Charoenchitpaisarn, regional marketing director, Schwarzkopf Hair Care Asia-Pacific. "We believe Schwarzkopf My Specialist will definitely improve the consumer experience and journey."


My Specialist Hair Analysis was developed by Henkel's research and development experts, marketing teams and the Shanghai Advanced Research Institute - bringing together a breakthrough technology with a premium hair care and an advanced shopping experience. A specially generated dryness and damage evaluation system checks the consumer's hair constitution and displays it on a 1 to 5 scale. To achieve a more profound result, consumers are requested to fill out an additional questionnaire that assists in determining the individual health of the scalp.


How does it work? Consumers can order the supply on the Schwarzkopf T-Mall page. After the first step is done, a hair envelope is provided by My Specialist, in which consumers can send their own hair samples to the My Specialist lab. Then it is time to start the Hair Analysis. The system, which is said to include advanced microscopy that examines the structures of the hair surfaces, integrates six characterized aspects of hair, focusing on both newly growing parts of the hair and the already aging parts. The six aspects of hair condition are: Cuticle array, cuticle lift-up, cortex exposure, cuticle damage, hair thinning and hair split. According to researchers, low-, medium- and high-levels with clear definitions can be correlated with every single hair condition aspect. The consumers' Hair Analysis rests upon these six aspects, which are explicitly outlined in the hair report.


Scientists working with My Specialist Hair Analysis recommend different product combinations for every consumer hair needs, based on the distinct hair and scalp data: High performance keratins, natural ingredients and vitamins are chosen to treat different hair conditions. Serine and shea butter help smoothing slightly damaged hair. For more severe hair damages, besides keratin, ginseng extract and arctium majus root extract are added. Consumers, who suffer from dandruff will receive a specially designed shampoo and leave-on treatment shots, in which anti-dandruff actives, anti-inflammatory agents and soothing extracts are combined to treat the hair as well as the scalp.


Based on the extensive hair analysis, personalized hair care products will be created. After approximately two weeks, consumers receive their customized high- performance hair care products: One supply includes a shampoo and nine power shots.