The Indian wedding season has already started, and with that, not only the bride and groom but also the relatives and friends too are all set to visit the salons to look their best.
The impact of wedding season on the sale of a salon business in India can be significant. It often leads to a surge in demand for salon services, including bridal makeup, hairstyling, grooming and beauty treatments.
According to a report by KPMG, The Indian beauty and wellness industry is growing at a compound annual growth rate (CAGR) of 20.6 per cent and is estimated to reach USD 20 billion by the end of 2025.
Wedding Season Surge
In India, weddings are grand celebrations that involve elaborate preparations, including grooming and beauty treatments. “As a result, the demand for salon services tends to spike during the wedding season, which typically runs from September to early March,” said Danish Batra, Founder at Hair Masters.
Typically the wedding accentuates the traditional focus on the bride’s needs, yet it presents vast opportunities for the men’s grooming segment. “It presents a vast opportunity for Truefitt & Hill to cater specifically to groom-centric services. Our tailored approach during this period has not only boosted revenue but also allowed us to redefine our business strategy to tap into this niche market,” stated Prannay Dokkania, Managing Director at Lloyds Luxuries.
The surge in demand for our exclusive grooming services and products has been remarkable, showcasing the substantial potential in this largely underserved segment, he added.
According to BlueWave Consulting, India’s male grooming products market size was estimated at USD 888.51 million in 2022. During the forecast period between 2023 and 2029, India’s male grooming products market size is projected to grow at a CAGR of 11.06 per cent reaching a value of USD 1,844.65 million by 2029.
Personalisation In Pampering
During this time, salons come up with exclusive and special offers for their customers. These packages can include specialised treatments, skincare routines and beauty consultations. “By marketing these packages effectively during the wedding season, salons can attract more customers and boost revenue,” said Ridhima Malhotra, Head of Marketing at Geetanjali Salon.
These special packages typically include a comprehensive range of services such as bridal makeup, hairstyling, manicures, pedicures and pre-wedding beauty treatments, she emphasised. However, these packages can be customisable based on the bride’s preferences, wedding theme, or budget.
Some brands go beyond these special packages, “Our repertoire extends beyond these packages, encompassing day packages, thoughtfully crafted gift cards and a comprehensive range of grooming services tailored to meet the specific needs of all male members involved in the wedding festivities,” Dokkania highlighted.
With the bride and groom, Batra also highlighted the special bridal packages and group bookings for wedding parties. This can attract more customers and increase sales during the wedding season.
Targeted Social Media Engagement
With the growing digital trends, brands have started roping influencers to promote their products and services. These influencers are present in almost every sector including weddings. “We engage influencers & bloggers to showcase our bridal packages, deals & offers. Run social media contests or giveaways specifically targeted at engaged couples. Encourage participants to share their engagement stories or wedding plans,” Batra stated.
Some brands still collaborate with other brands to market their products and services. “We did one exclusive partnership with a Loreal professional. We set up an AI-based station through which clients can choose from personalised hair colour options to achieve their future desired look,” Malhotra highlighted.
Digital Glamour
With rapidly growing digital initiatives in India, businesses are incorporating the use of tech to get more out of the market. Where brands directly contact their customer either by creating their own app or partnering with other platforms. “We have an app where clients can book their appointments online, and we have tools to check their hair, scalp and skin and so on,” said Malhotra.
Hair Masters has partnered with the Book MY Makeup app to enhance its beauty & makeup services, which offers virtual consultations to discuss wedding looks, skincare routines, and other beauty concerns.
“Implement virtual try-on tools that allow clients to preview hairstyles and makeup before their appointments’ Offer virtual consultations to discuss wedding looks, skincare routines, and other beauty concerns. Implement virtual try-on tools that allow clients to preview hairstyles and makeup looks before their appointments. Clients can pre-book Services at the click of a button,” Batra explained.
With WhatsApp being one of the most convenient platforms for users, Truefitt & Hill integration of a user-friendly WhatsApp Bot for bookings has been a game-changer during peak demand, according to Dokkania.
“Streamlining the reservation process and ensuring a seamless and personalised experience for our esteemed customers. This tech-driven solution not only enhances efficiency but also reinforces our commitment to providing a sophisticated and convenient grooming experience,” he said.
Transformation
According to Malhotra, during the wedding season, clients looks for a full transformation that caters to their beauty and styling needs. She said, “We see a surge in hair colour and makeup bookings, as well as beauty consultations.”
Additionally, hair treatments such as hair botox and keratin treatments have become popular choices, she said.
Truefitt & Hill has observed a discernible uptick in interest in its specialised day and groom packages. “This heightened curiosity has been accompanied by an increased frequency of visits from the groom’s family members,” Dokkania said.
Obviously, there is a surge in demand for bridal makeup, hairstyling, and other grooming services during the wedding season “Brides and their bridal parties often visit salons for pre-wedding beauty treatments, contributing to higher revenue for salons,” Batra said.
