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Schwarzkopf Launches My Specialist Brand Of Highly Personalized Haircare Products

August 10, 2018: 12:00 AM EST
Schwarzkopf has launched its My Specialist brand of personalized haircare products in China. Available online through an exclusive partnership with China-based online shopping website T-Mall, the brand offers consumers what the company describes as a “whole new level of personalization.” Developed by Henkel's research and development professionals, marketing teams, and the Shanghai Advanced Research Institute, the brand comes with an online dryness and damage assessment that measures the health status of the consumer's hair. Also, consumers are prompted to answer a series of questions to better assess their haircare needs. According to the company, the system checks the hair's cuticle array, cuticle lift-up, cortex exposure, and other aspects of the hair condition.[Image Credit: © Henkel AG & Co. KGaA]
Lucy Whitehouse , "Schwarzkopf hair care ‘e-brand’ launch: next level personalisation", Cosmetics Design Europe, August 10, 2018, © William Reed Business Media Ltd
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