Interview – Sabine Kieser, CEO of Imasens via ZOOM#32

Imasens has just equipped its laboratory with a new hairdressing salon. Could you tell us more about the new sensory analysis opportunities this offers the cosmetics industry?

The Imasens hairdressing salon considerably enriches our approach for the cosmetics industry by gathering the perceptions of hairdressers and consumers on the experience and performance of the products tested. The Imasens hairdresser evaluations are carried out on volunteers with hair corresponding to the specific criteria of the product claim and specific hair type: Caucasian, African, Asian… These tests cover the products most commonly used in salons: shampoo, mask, colour, salon equipment…

Hairdressers claims relate to:
• The overall experience of professional tratments/procedures,
• The cosmetic benefits perceived by professionals: recommendations from professionals for salons, high effectiveness of professional treatments/procedures…
• Overall satisfaction and recommendations: offer your customers a unique experience…
Consumers claims relate to:
• Pleasant and unique customer experience
• Cosmetic and sensory benefits for hair and scalp: improved hair quality
such as shine, softness…
• Overall customer satisfaction

What do you think is the contribution of combining the assessment of trained experts, hairdressers and consumers in this new sensory approach?

A triple sensory evaluation of products, carried out by a panel of sensory experts and/or hairdressing professionals and/or target consumers.
With its panel of experts, Imasens offers a detailed analysis of the sensory characteristics of the product, its galenic formula, texture and fragrance, which complements the experience of application and the result of the hair in fine wet and dry as perceived by the professional and the end customer. It is also possible to collect the expectations and feelings expressed spontaneously by consumers. This innovative approach meets the needs of brands looking to stand out from the crowd and offer unique, measurable product experiences.

Imasens has dual expertise in sensory evaluation and qualitative and quantitative marketing research. Could you tell us more about the advantages this represents for beauty product brands?

Since 2006, Imasens has been carrying out sensory and marketing consumer research, both qualitative and quantitative, adapted to each phase of product development, in France and internationally (multicentre studies). By combining these different approaches, Imasens is positioned as a privileged partner to help beauty product brands optimise their formulations and develop winning products.

CONTACT

 

Sabine Kieser – CEO

+33 553039744

s.kieser@imasens.fr

www.imasens.fr