“We Invest In Upskilling Our Artists & Provide Them With The Latest In Hair Care Education”
How has the beauty and hair care market evolved over the last few years?
Today, the modern haircare consumer looks for a holistic approach to hair health and sustainability. Consumers are increasingly focused on clean, natural ingredients and eco-friendly packaging, valuing products that are free from harmful chemicals and are cruelty-free. Personalisation is very important too because people look for solutions that are tailored to their unique hair types and concerns. Overall, the contemporary haircare consumer seeks a harmonious blend of effectiveness, sustainability, and individuality in their haircare routine.
What initiatives do you use to ensure consumer loyalty?
Building and maintaining consumer loyalty is a top priority for us in India. We are taking a consumer-first approach to consistently deliver high-quality products and services – the foundation of building consumer trust. When consumers know they can rely on your brand for quality, they are more likely to remain loyal. Most importantly, we stay true to our values, which we know resonate with all consumers and foster an emotional connection to the brand.
For instance, we build consumer loyalty through our salon channel, where guests can experience the full Aveda experience and a range of professional services. Many salons offer unique loyalty programmes tailored to their local business. And in addition, several salons offer an Aveda “take back” programme consumers return to the salon with three Aveda product empties and receive a discount code that they can avail during their next purchase. A win for the consumer and the brand -- harnessing loyalty and driving our sustainability goals.
Please tell us about Aveda’s marketing strategies in India
Our brand is rooted in high performance, vegan products that deliver cutting-edge style, and always with a mission of care. How we express this in India is unique to the market. We do this in several ways including leveraging local customs and holidays such as Diwali and Holi, engaging with key Indian designers and influencers at the Fashion Week to spotlight our artistry, leveraging our flagships in Mumbai, Delhi and Bengaluru for local backstage collaborations, and leaning into the eco-conscious positioning of the brand which resonates with the consumer.
What sets Aveda apart from other players in the business?
Firstly, Aveda is one of the first beauty brands to have been created with a mission to care for the world we live in. More than 40 years later, we live by this every day.
Secondly, we are focused on vegan high-performance products that deliver, and we combine that with world-class service at our salons. When a guest walks into one of our salons, they experience the brand through moments of wellness and expert professional service. The combination of high-quality products and high-quality services, delivered with a mission of care, is Aveda's sweet spot.
We are deeply dedicated to the craft of hair and artistry. We help train thousands of stylists around the world, who share that expertise with consumers around the world, from behind the chair, to social media platforms. For India, similarly, we invest in our artists’ upskilling and provide them with the latest in hair care education.
