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1 year ago
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In the satellite of beauty, skincare is nary longer restricted to the look and the neck. Scalp wellness is enjoying arsenic overmuch attention.
“From scalpcare to scalp exfoliation, consumers are progressively educating themselves connected what’s champion for their hairsbreadth and scalp health,” says Amanda Le Roux, elder vice-president astatine the American haircare marque Aveda International, owned by the Estee Lauder Group of Companies.
Founded successful 1978 by the precocious Austrian-born hairstylist Horst Rechelbacher, known arsenic the “father of harmless cosmetics”, Aveda aims to make products, including oils, shampoos and conditioners, escaped of toxic chemicals. The marque precocious completed 5 years successful the Indian market; it has 3 flagshio salons successful the state (Delhi, Mumbai and Bengaluru). “We person had an overwhelming affirmative effect to our marque successful the market,” claims Le Roux, without offering immoderate numbers. “Hair autumn and harm repair are among the large concerns present (in India).”
Also read: Are liquid lipsticks the champion stake for winter?
In an interrogation with Lounge, Le Roux, who was successful India past month, talks astir the increasing involvement successful haircare among Indian consumers the marketplace and the changing quality shopper. Edited excerpts:
How's been the India acquisition for Aveda?
The Indian user has go highly educated astir the products they use, their constituent profiles and cardinal benefits. We cognize the user is focused connected learning and researching their products, arsenic we've seen a important summation crossed platforms connected ingredient-led searches.
For example, rosemary is an highly fashionable constituent owed to a inclination influenced by societal media, which has resulted successful maturation of our Rosemary Mint Shampoo.
A large planetary inclination that is present gaining popularity successful India is the “skinification of hair”. Scalp care, exfoliation… radical are learning much and much astir what’s champion for their hairsbreadth and scalp health. This has, successful fact, resulted successful a affirmative effect to our Scalp Solutions motorboat (a merchandise franchise that boasts of scalp hydration).
How person you adapted your products and strategies for the Indian market?
By having the close premix of products that pull the section consumers. For instance, we person a scope that hydrates and replenishes adust hair, a cardinal interest successful India.
What does the haircare lawsuit want?
Consumers are precise focused connected uncovering brands that person a wide articulation of marque values. They're looking for show from naturally-derived ingredients and non-toxic ingredients.
Personalization is besides key, arsenic consumers look for solutions tailored to their unsocial hairsbreadth types and concerns. And due to the fact that clip is simply a luxury, convenience remains paramount, with a penchant for easy-to-use, time-saving products that acceptable seamlessly into engaged lifestyles. It's harmonious blend of merchandise efficacy, sustainability, and individuality that are indispensable for today's haircare consumer.
First Published
:
27 Nov 2023, 05:00 PM IST
English (US) ·