Indian market has informed customers: Kevin Murphy
Built on the core principles of fashion, performance and environment, Australian hair care brand Kevin Murphy has forayed into the Indian hair care market recently. With an association with its franchise partner Headstart in India, Nathan Gorman, Head Master and Design Director, Asia Pacific and the Middle East spoke to BW Businessworld on the launch and new initiatives in 2017. Excerpts:
What brings Kevin Murphy to India? Do you see a market for your products in India?
We are a proven range in the harsh dry yet varied climate of Australia. We use plant extracts that protect hair in such unique climates which is why we are a perfect match for India. We like to take on the big boys, we are looking for a consumer that is upwardly mobile and knows what they want. We see the Indian market as full of discerning consumers looking for something different than the ‘big boys’.
How do you plan to promote in India?
We are already present in the market for millennial. We have a global presence at fashion weeks around the world and also on social media channels. In India, Kevin Murphy services and products will be available at salons that are high end and a preference would be for stylist owned salons.
Having said that, the services would be available at leading salons (75-100 across India). In future, we plan to expand its education to stylists in its styling range as well which is globally today used across fashion shows, runways and editorials.
We are also launching an education programme called Session Salon that is a full year graduation course for Kevin Murphy salon stylists to learn upcoming trends in hair styling as is taught worldwide including usage of new products and how to have the right attitude towards clients.
We expect to build a strong network of stylists across the country who can then not only assist style masters and Kevin himself in fashion shows across Asia but also be a part of our team here in India to lead the industry in hair styling for runways and editorial features.
The brand awareness is quite high in our target audiences as most of the salons and influencers that were a part of Kevin Murpy launch in India were already aware of the brand so it was an easy conversation.
What are the latest trends that you see in India?
This is the age of personalisation. Every individual wants to express who they are, looking at the outside world and India, to create a look that suits them. There is a uniqueness in the different groups in India and we feel that this uniqueness should be celebrated in Indian women through their hair too.
Tell us about your growth in the past years.
We have historically been one of the fastest growing beauty brands in the US market, we went from $0 to the stratosphere in under 5 years, and the same can be said of the discerning Nordic market. For Indian market, we launched last week and we know that the Indian market, while an evolving market, has informed customers as well as conscientious salons owners and we hope to make a valuable difference to the country through this brand.
What kind of investment are you looking for the brand in India?
The investment we are looking for the Indian market is in education. We are committed to ensure that all salons working with us receive the highest level of international education to come at par with global trends and training.
Please share some tips for young entrepreneurs.
Be adaptable to changing environments and markets, understand your consumer, begin with a plan, get out there and network, find a healthy work life balance.
Please share top five style statements that can suit Indian hair type.
Fresh and clean, in condition and shine, glamour waves and moment, cool and edgy, long lustrous locks.
