How product ideas are developed in the House of Hair and tested in the test salons

Henkel’s test salons: bridging development and real-world application

Henkel operates seven test salons worldwide, with two located in Germany – Düsseldorf and Hamburg. These salons play a central role in product development. “The test salons work very closely with the development teams,” says Christian. “For example, if a shampoo needs to meet specific criteria, we receive early prototypes along with a briefing outlining expectations. Our 25 hairdressers in Hamburg and Düsseldorf test the products and evaluate the results together with colleagues from research and development, marketing, and sales. Depending on the feedback, the product either moves to the next stage – or we celebrate a finished product.”

“We are the ones who turn development into what we see on the heads of our models,” adds Noelle Wrubbel, who leads the test salon in Düsseldorf. “We check whether everything works as expected outside the lab and whether the product meets its promises.” Henkel uses an internal model pool of around 1,800 individuals to test products on various hair types. During testing, hairdressers follow standardized methods using stopwatches to ensure results are reproducible. Performance is documented in questionnaires. “Unlike hair analytics or lab work, which focus on scientific processes, the test salon is all about human judgement,” Noelle explains. “What’s the model’s feedback? Does the scalp feel comfortable? What do the professionals – the hairdressers – say about the product? Is it easy to apply? How does it act on the head? Does it rinse out evenly? Can the hair be detangled when wet? Is it easy to comb?”

Noelle illustrates the process with practical examples: “When we assess shine, we section the hair and create a small wave to better evaluate the reflection,” she says. “For split tests, one side is treated with the new product, the other with a standard reference. Or we work on the back of the head in so-called ‘windows,’ testing under the long top layers.” Afterward, Noelle summarizes the results and discusses them with the product developers to adjust the next round of testing accordingly.

How consumer feedback shapes product development

Henkel’s test salons are part of a broader ecosystem where real-world product experiences directly influence development. The global Consumer Technology Insights team – including Christian and Noelle – works closely with consumers throughout various stages of product creation. Sometimes, this collaboration begins as early as the idea phase, as was the case with the development of the Gliss Night Elixir. “We listen to what interests our consumers, what they feel is missing, or what could be improved – only then do we begin developing or refining a product,” says Christian.

At Henkel’s Bright Ideas Co-Creation Centers, consumers can test hair care products or apply hair color in spaces designed to resemble home bathrooms. Can the packaging be opened easily? Is the product simple to use? Are there any handling details that need attention? “Sometimes we give 200 consumers a finished product and then ask for their feedback,” explains Noelle. “We also work closely with external hairdressers and say: ‘Try it out. Tell us what works, what you like, and what could be improved.’ Step by step, we get closer to the ideal product.”

Globally connected, locally relevant

Henkel’s House of Hair locations offer ideal conditions for bringing together insights from around the world to develop new products. Strategically placed in Europe, the USA, Asia, and South America, each site reflects the diversity of hair types and consumer needs. “It’s a global concept with local execution,” says Christian. “Hair structures vary, as do the expectations of consumers and hairdressers. Trends aren’t always global either. For example, when we test a product for textured hair, we collaborate with our colleagues in the USA. Or we evaluate how a technology performs on Asian hair types. These insights from Tokyo can also help us in other markets.” Noelle adds: “Because testing often happens across multiple salons, each location contributes its own piece to the puzzle.”

Hamburg serves as the global headquarters for Henkel’s professional hair business – the central hub where everything comes together. Products like the retail hair color Creme Supreme and the BLONDME CARE series were developed and qualified right there in the local test salon. “If you were to design a new hub for hair product development today, it would look exactly like the House of Hair,” Christian says. “Everything is absolutely state of the art – the spaces, the infrastructure, the short distances.” One of the biggest advantages? Fast and open exchange. “It happens everywhere – in the hallway, over lunch: Did you see that? How would you approach this? Can we make it work? It’s a very creative and productive atmosphere. What unites everyone at the House of Hair is their shared passion for hair.”