Aradhika Mehta Delineates The Beauty Industry

Franchise India got an opportunity to know more about the beauty industry through Aradhika Mehta, Head Marketing, The Body Shop India.

Right Time for Right Product

Mehta explains what and how trends are formed in the beauty industry. She also makes clear when a brand should launch a product and what all needs to be taken care of before launching a new product line.

Like recently The Body Shop India launched a new product “Body Yogurt” in its beauty product line.

She says, “It is a connected world today and trends, customer demands, product innovation all work together synergistically to bring together a new product. There are brands today which lead this while others that catch on, when the need gap is clearer and demand peaks.”

She adds, “The beauty industry is buzzing with action and new products, primarily due to the frenetic pace of new trends and increasing consciousness of customers in respect of chemical free, ethical products. Therefore, it is our closeness to beauty seekers and our fanatical passion for protecting the environment that results in the launch of new products.”

She says, “We are at the helm of introducing new products to consumers across categories of Body care to skin care, fragrances to hair care, we have led the natural beauty product revolution through finest ingredients.”

Changes in the Beauty Industry

Mehta highlights the changes that she has observed in the beauty industry.

She points out that

• Beauty formats with time have changed considerably. Ease of shopping and methods of seeking beauty has changed how we run the business of beauty greatly.
• Both online shopping, browsing are very important components of the beauty business.
• On the product front, the move to “natural quality” is booming like never before.
• With the introduction of certain new technology and processes every now and then, pertaining to skincare and grooming, there are newer products, formulations that are constantly coming up, but the essence of beauty has remained the same. Indian customers want to ‘keep it natural’!
• The other category altering change has been the rise and influence of social media. Trending looks on Instagram can make or break the fortunes of a product, even a brand for that matter.
• The desire to look good is fuelled incessantly by social media as every woman or man sets out on the mandatory journey of seeking likes for their posts and shares.