Henkel utilises consumer experience program to test new Schwarzkopf products

The idea is to get feedback from consumers about the different products and use this information to offer consumer insights to others and help people find tailored solutions.

Through the program, selected consumers receive and test Schwarzkopf products that match their hair profile and then share their experience with the product online, informing other consumers and helping them discover a suitable product.

“On social media platforms such as Facebook, we invite female consumers to apply to become Schwarzkopf VIP Testers,”​ says Gesa Geissel, Head of Digital Marketing Brands & Campaigns International.

“We ask the applicants to give us information on their hair-styling routines, how they take care of their hair and their reasons for qualifying as a Schwarzkopf brand ambassador.”​

Consumer experience​

Once a product has been matched with the consumer’s hair profile, they can then log onto the online VIP Tester platform to submit their experience with the products and upload photos showing their techniques and results.

“These personal user experiences are particularly valuable for other interested consumers because they provide a clear and credible description of the product’s benefits,”​ adds Mariya Chernoruk, Schwarzkopf Professional Assistant Digital Marketing Manager International at Henkel.

As part of the German firm’s program, it says the VIP Testers are also able to share their product assessments via the share function amongst their Facebook network.

“As recommendations from friends are one of the most important reasons for purchase decisions, this generates a multiplier effect that helps in winning new customers. The VIP Testers become valuable brand ambassadors on the internet,”​ explains Nils Daecke, Corporate Vice President Digital Marketing International

Tried and tested program​

This form of marketing channel can be a great way for a brand to build itself up through consumer communities, making the consumer consider themselves as valued partners, and building trust through these communities.

The VIP Tester concept was first implemented in Australia in 2012. Since then it has been established in 17 core countries, including the US, where the campaign has been a major component of Schwarzkopf’s market launch strategy.

“The VIP Tester program offers consumers a fantastic opportunity to share their experiences with other users and get inspiration from the positive views and results they see,”​ says Jessica Powell, Manager Media & Integrated Marketing, USA.