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Building Successful Beauty Brands

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Day two at India Salon Pro and Beauty Market India in Mumbai saw very insightful presentations by Natasha Shah, Director, Natures Co; , Director, Iraya and Shanoo Bhatia, Brand Director and Founder, Eureka Moments. These industry professionals discussed their success stories with members of the beauty and wellness industry.

According to the experts, beauty brands need to do two things: tap into human minds and keep the promises they make. Natasha Shah said, “When we started our brand, we decided to make it different in term of display, design and ingredients. Our all range is inspired by five elements Atmospure, Starsize, Foressence. Earthborne and Aquaspark. Each of the range embodies the goodness and appeal of the element that inspired it.” According to her The Natures Co is completely eco-friendly and first Peta certified company. Further talking about her company she said that USP of the company is being Vegan, Environmental friendly and use of best natural ingredients. Natasha pointed out that to make your product a successful brand you need to believe in it. Make the best product available to the customer and success will eventually follow.

Talking further on the topic Rahul Kale, Director, Iraya, said that a strong team of R&D plays a very important role in establishing a brand successfully. “Listen to customers, their feed back is very important. How a customer feels after using the product tell a lot about the brand and rate its success chances. And it will help you to maintain your brand identity. We always try to deliver the promise of quality with constancy,” said Rahul. Shanoo Bhatia of Eureka Moment pointed out how they incorporated Mandla for Lakmé and used it to give Lakmé a new identity. “When a client enters our salon or retail store, how he/she feels our products, the body language, how they touch a particular product or when they look at something and smile, we takes note of everything and create a story board. It helps us to understand what actually inspires a client and make him/her interested in a particular product or services,” she said.