Research Objective:

The primary goal of this research was to gather insights into the latest grooming, makeup, hair care, and skincare trends across different life stages and occupations. The client aimed to understand the evolving preferences in beauty treatments and services, particularly focusing on nail, lip, and eye makeup, bridal trends, hair and scalp concerns, and the use of new instruments and products in salons. The study was designed to identify the gaps and needs of salon professionals to enhance the client's offerings.

Methodology:

Telephonic Interviews:

We at Market-Xcel conducted telephone interviews with salon owners from the client's panel in seven key Indian cities: Mumbai, Pune, Ahmedabad, Chennai, Bangalore, Delhi, and Kolkata. The client provided a list of 90-100 salons, ensuring a diverse sample across PAN India. The interviews aimed to gather in-depth qualitative insights into various beauty trends.

Key Findings:

Grooming Trends:

• Consumer Segmentation: Grooming preferences varied significantly by life stage and occupation. Young professionals showed a high demand for quick, maintenance-focused treatments, while older clients favored anti-ageing skincare and restorative hair treatments.

Makeup Trends:

• Nail Colour: Bold and unconventional colors like neon and metallic shades gained popularity.

• Lip Colour: Matte finishes dominated, with reds and nudes being the top choices.

• Eye Makeup: Smokey eyes and winged eyeliner continued to be strong trends, with increased demand for long-lasting formulations.

• Bridal Trends: Customized bridal looks focusing on soft glam and natural finishes were in high demand.

• Fake Trends: The usage of artificial nails, lashes, and temporary tattoos was noted as a growing trend, especially among younger consumers.

Hair Care & Colour Trends:

• Hair Concerns: Hair fall and breakage were the most common concerns, with scalp treatments gaining traction.

• Hair Colour: Global hair color was more popular than highlights, with shades like burgundy and brown preferred over lighter shades.

• Treatments: Hair spas and deep conditioning treatments were sought after, especially those involving natural oils and masques.

Skincare Trends:

• Skin Concerns: Acne, pigmentation, and dryness were the top concerns raised by clients.

• Treatments: Natural ingredient-based facials and bleach services were popular. Men's grooming services, particularly facials and skin treatments, showed a marked increase.

Instruments:

• Hair Care: Salons reported increased use of advanced tools like hair massagers and steamers for specialized treatments.

• Skincare: Newer skin treatment instruments, such as ultrasonic scrubbers and microdermabrasion devices, were being adopted.

Brand Feedback:

• Gaps Identified: Salon professionals expressed a need for more affordable and accessible high-quality products, especially for scalp care and anti-ageing treatments.

• Brand Preferences: Price and brand image emerged as the top two factors influencing product choices, followed by consumer requests and targeted benefits.

Business Implications/Outcome:

The client utilized the insights from this research to refine its product development strategy, focusing on addressing the most critical consumer and salon needs. The trends identified enabled the client to:

• Introduce new product lines catering to specific beauty concerns, such as hair fall treatments and natural ingredient-based skincare.

• Enhance the salon product portfolio with tools and products that matched the latest consumer trends and professional needs.

• Strengthen its brand presence by aligning product offerings with the top factors influencing salon owners' purchasing decisions.

Challenges:

The study faced challenges in ensuring the timely scheduling of interviews due to the busy schedules of salon owners. Additionally, gathering consistent data across diverse regions with varying consumer preferences required meticulous follow-up to ensure depth and accuracy.

Deliverables from Market-Xcel:

• Research Instrument Development

• Audio-recorded interviews from all participating salons

• Regular research updates for the client

• A one-pager summary highlighting key insights

• Final comprehensive report in PPT format

Conclusion:

The Salon Panel study provided essential insights into evolving beauty trends across India. Engaging salon professionals from key cities, the research highlighted consumer preferences and emerging trends, enabling the client to refine its product offerings, from innovative hair care to advanced skincare solutions.

Despite scheduling and regional diversity challenges, the study allowed the client to align its product development with market needs, enhancing brand presence and strengthening salon partnerships. This research reinforces the client's commitment to staying ahead in the beauty industry through market-driven innovation.