4 mins

“WE AIM TO TAKE REAL GOOD CARE OF OUR ECOSYSTEM”

From its foray into the Indian markets in 2001 with its German legacy, Schwarzkopf Professionals has come a long way. srinivas subramanian, national sales Head, schwarzkopf Professionals shares some interesting insights in an exclusive interaction with Priyanka Parshurami.

Henkel’s motto ‘Learn and Grow Together’ has helped Schwarzkopf Professionals reach its current position today. During the period of its launch in the Indian market in 2001 till today, the brand has grown along with the industry. It is a preferred brand with artists and salons due to its innovative products, support system for salons and artists in making the end customers look beautiful. Srinivas Subramanian, National Sales Head, Schwarzkopf Professionals, discusses the details of this journey with us. Excerpts from the interview…

Staying on the Growth Path

The last five years have been full of strategy driven anges. We, as a team, have done a 360-degree analysis our assets, qualities, logistics, market positioning, getting right product on table, pricing, and a strong and y client base. We have also focused on imparting the ht kind of education to our training staff and front line ployees so that they outperform in the markets.

 In 2020, during the pandemic times, we made history we were the pioneers to call and interact with our y clients and enquiring about their health and other cessities. We were the first to be on the field post the t wave. And this helps us in turn to maximise our profit post-COVID conditions in 2021-22.

“In a growing market like India, projecting 10 years of a business by numbers is not a realistic approach. A lot of things change and evolve in 10 years’ time. Rather we would go with a brand centric module forecast and Planning."

Sales Parameters

We are a country filled with highly educated millennials and Gen Z who have all data at one click and inherit trends at a fast-growing pace. Hence, keeping in mind this current audience the few parameters that should be looked out for are:

-The importance of understanding the relevance of the brand in the future, keeping in mind evolving trends and changing times. It should be sustainable for past, present and future business.

-Basics of the study of the industry - how is the salon industry growing? Is my brand equipped to cater to and to deliver excitement to my relevant customers?

-Keep a balance in the quality of service towards existing consumers while growing the market. While we strive hard to keep track of growing markets, servicing our existing customers well and delivering service excellence and sharing of the excitement to them should be key.

-The focus remains on our salon customers. Are our channel partners and brand collaborators happy ? Do they see continued added value in our brand?

-Is the organisation profitable and secure enough for a healthy business structure?

Unique Selling Propositions

Schwarzkopf Professionals was the first one to introduce western artists to the Indian beauty market, and its enthralling learning outcomes for the hairdresser community in India, through our uniquely curated course curriculum and unparalleled exposure to global trends, as no other brand can. For instance, we introduced the Spring/Summer and Autumn/Winter collections trained under international ambassadors and presented ‘Essential looks’ to Indian Hairdressers. We have also introduced new portfolios such as Action Paints, Fiber Bond Technology, Rebonding Techniques, GoodBye Yellow, Color Equalizers, Spray Conditioners, Dust It, and many more.

It’s our gradual process and continuous work that has positioned us as the top two professional brands in the country. We take pride in our strides as we journey on in is country.

Hair Muse Concept

In a digitally evolving world, it’s important to capture very opportunity you get on multiple online platforms. day, with key leading opinion leaders that believe in e impact of high performance products and beauty rands are of immense relevance to beauty shoppers. eir voice resonates with our consumers and we are leased to have Mira Kapoor as our Hair Muse to further e impact of our brand. She also perfectly reflects the rand ethos and aligns with its values. Bloggers who sonate with our brand and add strong brand recall elp us connect to a larger audience.

Looking Ahead

In a growing market like India, projecting 10 years of a usiness by numbers is not a realistic approach. A lot of ings change and evolve in 10 years’ time. Rather we ould go with a brand-centric module forecast and planning.

We are on a journey and hope that in 10 years time, all the relevant consumers in our country irrespective of their age and gender consider Schwarzkopf Professional india as their preferred hair partner. A brand that alks along with them, according to their changing quirements while consistently delivering them the most stainable, eco friendly and quality products, and an ut-of-the-world hair experience every single time they visit us.

We also wish that for the existing and new hairdressers s well as for our channel partners, Schwarzkopf rofessional India continues to drive high premium uotient and quality along with supremely strong levels of servicing. We also aim to take real good care of our cosystem that includes our customers, our employees, ur channel partners and our hairdressers who are our mbassadors on the ground - ajoint ecosystem, which e would like to call “The Schwarzkopf Professional india Family.”

This article appears in the Dec 2022-Jan 2023 Issue of Professional Beauty/ Hairdressers Journal India

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This article appears in the Dec 2022-Jan 2023 Issue of Professional Beauty/ Hairdressers Journal India