The House of Schwarzkopf opened in Berlin, Germany -- the haircare brand's birthplace. Schwarzkopf was founded more than 120 years ago and is now Kenkel-owned. The professional hair brand offer's its entire product range at its new Rosenthaler Straße location in the center of Berlin's Mitte borough.
In addition to its product offering, the retail space is also a one-stop shop for all hair-related needs. The House of Schwarzkopf doubles as a salon operated by renowned hairdresser Hauke Schmidt. Customers can enjoy the brand's hairdressing services and shop the products after each visit. Moreover, the in-store experience is complete with AR mirrors that allow shoppers to trial new hairstyles and an experimental fragrance table. The beauty brand also offers an online platform for visitors to virtually explore its offerings
Interactive Beauty Destinations
House of Schwarzkopf is the Haircare Brand's New Retail Location
Trend Themes
1. Interactive Retail Spaces - The integration of augmented reality mirrors in stores provides an opportunity for brands to enhance customer interaction and increase product sales.
2. Omnichannel Beauty Experiences - Offering both in-store services and complementary online platforms can provide a comprehensive shopping experience for customers and increase brand loyalty.
3. Brand-owned Salons - Creating brand-owned salon locations provides an opportunity for haircare companies to showcase their products and services while building a community of brand advocates.
Industry Implications
1. Beauty - The beauty industry can benefit from interactive retail spaces and providing omnichannel experiences for customers to enhance engagement.
2. Retail - The integration of augmented reality mirrors and complementary online platforms in retail spaces can improve the customer experience and increase sales.
3. Salon Services - Partnering with or operating brand-owned salons can be an effective way for haircare companies to showcase their products and services while building brand loyalty.