Henkel has launched its first D2C concept store called the House of Schwarzkopf in Berlin. The new store will have an interactive retail space and a hair salon with digital applications, giving clients a unique experience.

Customers can buy a wide range of professional hair care products at the store, along with limited editions and a new flagship brand. Clients can also personalise products and get inspiration from the different interaction points. They can also try out digital technologies like ‘Make-over-Mirror’ to test hair colours using Augmented Reality, and Schwarzkopf Professional’s SalonLab Smart Analyzer to get professional hair diagnosis and consultation.

With the integration of augmented reality and customization, the House of Schwarzkopf will merge brand heritage with innovation and technology.