Lakme salon’s new professional range of services, Beauty Sutra is inspired by traditional Indian ayurveda ingredients. Pushkaraj Shenai, CEO & Wholetime Director, Lakmé Lever, gives insight into the services and offerings. Here’s an excerpt from the exclusive interview with Priyanka Parshurami.
What is the inspiration behind Beauty Sutra? How do Ayurveda-inspired services resonate with the brand values of Lakmé and Unilever?
Beauty Sutra is part of the Lakmé Salon Professional range. It is inspired by Ayurveda with pure traditional Indian ingredients. The Indian consumers are going back to their roots. And are on the lookout for products and services that are natural and gentle. As a consumer-first brand, we reviewed, evaluated, and improvised our current skin care services to offer the Beauty Sutra Ritual.
At Lakmé Salon, our customers are at the heart of every brand decision. Hence when we noticed consumers gravitating towards natural ingredients. And shifting their focus to holistic beauty, we decided to foray into the natural services segment. To provide them with the ultimate luxury experience through the Beauty Sutra range.
Which services fall under the concept of Beauty Sutra?
The Beauty Sutra range offers services like premium facials, spas, manicures, and pedicures.
Are any special products or training or protocols required to give this service?
The Beauty Sutra ritual is a luxury service. And filled with the goodness of traditional Indian naturally-grown ingredients namely honey, turmeric, saffron, & more.
At Lakmé Lever we’re focused on education to beautify the industry’s future. And during the pandemic, we were able to conduct over 8,00,000 hours of virtual training. This was for all our experts across technical and soft skills. We’ve trained our experts to adapt to the new normal and operations. Our experts have also undergone special training to serve Beauty Sutra.
“Owing to this significant shift in consumer behaviour and growing awareness for natural products. Lakme Salon decided to launch and expand Lakmé Salon Professional range with Beauty Sutra.”
As an exclusive Lakmé Salon experience, how will Beauty Sutra benefit the customers?
Beauty Sutra aims to provide consumers with the ultimate luxury experience through its various spas, premium facials, manicures and pedicures. Though the Beauty Sutra range includes multiple products, the experts at the Lakme Salon customize the products according to the needs of the consumer. This provides them with a rich experience that is unique to Lakme Salon. Thus filling the gap in customer demand for Ayurveda services.
How do you intend to market it?
Apart from In-salon collaterals, we have been marketing the newest range in various ways, majorly by leveraging social media platforms like Facebook and Instagram, along with influencers and media.
What is your view on the role of Ayurveda in the professional skin care segment in India?
At Lakme Salon, we realized that post covid, most consumers are gravitating towards natural ingredients. Due to an increase in self-care and awareness. Owing to this significant shift in consumer behaviour and growing awareness of natural products. Lakme Salon decided to launch and expand Lakmé Salon Professional range with Beauty Sutra.