The Düsseldorf Test Salon

We are standing in the middle of the Test Salon in Düsseldorf.  It looks just like a modern hair salon: bright, with light flooring, black leather armchairs and lots of mirrors.  But there are also the scrutinizing glances of hairdressers directed at the heads of models.  Are they already testing the hair colour for next season?  Reason enough to dig deeper the man who should know: Andreas Scholten, the director of the Düsseldorf Test Salon.

           
Mr. Scholten, what is the Düsseldorf Test Salon?

The Test Salon Düsseldorf is a division of Product Development for new hair colour.  My team of seven top colourists (all hairdressers) test all the hair colours that come onto the market worldwide from Schwarzkopf & Henkel and are intended for consumers—in other words not the products that are used in hair salons.

Could you describe for us how these tests are carried out?

In the run-up to the tests we receive a briefing from Marketing and the Product Development Laboratory—departments with whom we work very closely.  A work order could for example be made to test a new colour shade with respect to its colour fading, coverage of grey, colour intensity, evenness or colour precision.  After the corresponding test design, the hairdressers carry out so called “half-sided tests”.  With this type of test, our test subjects will have a new colour that is already on the market applied to the right side of their heads, and on the left side an optimised version.   This is the best way possible to compare the two formulas and determine a “test winner.”

Afterwards is half of the hair one colour and the other half another?

(laughs): No, of course not!  In this series of tests usually only a few parameters are changed slightly.  We call this “fine tuning” according to market demands.  If for example, shine is a strong trend, then an existing formula would be revised accordingly.  The result is therefore very close to the old formula—merely adapted to meet the demands of fashion.  Incidentally, all products tested here in the Test Salon have already been dermatologically tested and approved for use.

There are a strikingly conspicuous number of mirrors in some areas…

Right!  Because our products will be used by consumers, with the SUT (self-user test), the test subjects carry out their own application.  The mirrors allow them an all-round view—and my team more insights into the habits of the users.  The special thing about the SUT is that the tester makes the appointments just as often as they would use the product at home.  If some colour their hair every three weeks, then they can come every three weeks to us.  Therefore we simulate the reality of the market.

        
What role does the Test Salon play in product development?

The Test Salon is the “hurdle” that every product must overcome before it reaches the market.  Because we have direct contact with the consumer, we can remedy possible problems with application at the outset.  A typical example is the directions for use.  Because our test subjects here colour themselves like at home, we can monitor whether the directions are easily understandable.  Only after the product, the packaging and directions for use have been tried and tested by the consumer do we approve them.

Are you looking for test subjects?

With up to thirty test subjects a day, we are always in need of new models.  The requirement is that you are prepared to appear regularly in order to evaluate products over a long term.  It is therefore ideal for the testers to live in the Düsseldorf area.

About Andreas Scholten:

Andreas Scholten has been employed by Henkel since 1987.  He previously completed training as a master hairdresser and worked for many years in top salons, most recently in the U.S.

Would you like to be a tester?

To find out whether womensnet is currently testing your favourite colour and is looking for testers, call 0211/ 7977103.

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