Alterna – Hair Health Education

For the Hair Health Education, Alterna needed to make the "personalized haircare" promise something shoppers in the hair care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise oil control, repair claims.

The brief for the Hair Health Education was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Alterna.

Alterna, a premium haircare brand under Henkel, partnered with USP Demo Solutions to create a phygital scalp sebum tester that lets beauty advisors diagnose each consumer's scalp condition in seconds and recommend the right products through both 1:1 consultations and self-service activations at retail.

USP Demo Solutions built the Hair Health Education for Alterna around the Scalp Sebum Test method, reducing the personalized haircare story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the hair care aisle instead of a one-way pitch.

From the same physical interaction with the Hair Health Education, the demo substantiates claim areas such as oil control, repair, so a single asset can carry several conversations across the Alterna range.

The result for Alterna is a phygital experience, delivered through the Hair Health Education as something the consumer experiences first-hand rather than has to take on trust.

By turning Alterna's "personalized haircare" message into a hands-on Scalp Sebum Test moment, the Hair Health Education becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Alterna runs the Hair Health Education primarily for digital campaign, consultation tool, delivered in diagnostic tool, phygital so the same Scalp Sebum Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.