Greening The Beauty Experience
Elle India|April 2024
Kannagi Desai explores the intersection of eco-consciousness and consumer expectations in the Indian salon industry
Kannagi Desai
Greening The Beauty Experience

In India's dynamic beauty landscape, the quest for sustainability intersects with the complex interplay of consumer preferences and business imperatives. As salons and spas strive to embrace eco-friendly practices, they must navigate the delicate balance between sustainability goals and meeting their clientele's expectations.

While the global beauty industry embraces sustainability as a core principle, the Indian market presents unique challenges. Consumer preferences often clash with sustainability goals, particularly when it comes to practices like reusing towels or adopting waterless manicures. In a culture where luxury and indulgence are a unique part of a person's reward system (at least psychologically), convincing consumers to embrace eco-friendly alternatives requires careful consideration and strategic planning.

"In our journey towards implementing eco-friendly practices at our salon/spa, we've faced several challenges," says Sneh Koticha, Director at Jean-Claude Biguine in India. "Some clients express hesitation towards waterless manicures and pedicures, preferring traditional water-based methods." Koticha talks about this from an experience where they tried adapting a different yet equally comfortable experience with hot water towels instead of the soak, and it wasn't accepted kindly. "Additionally, concerns have been raised about reused cups post-COMD, with clients prioritising hygiene over sustainability. Despite these challenges, we're committed to addressing them by emphasising safety and thorough cleaning of our reusable items."

From a business standpoint, implementing sustainable pracfices is a long-term boon wrapped up in a short-term burden bubble. While reducing waste and conserving resources align with long-term sustainability goals, the initial investment and operational changes required may come as a heavy load.

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