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-COVID, 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 practices 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.
Finding Common Ground Through Innovation
Despite the challenges, many salons and spas in India are finding innovative ways to marry sustainability with consumer preferences. Some adopt a hybrid approach, offering traditional luxury services alongside eco-friendly alternatives.
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Sharmila Thanki, Founder of Tip & Toe Nails Lash Brow Salons, highlights some sustainable initiatives they’ve adopted. “We’ve replaced all our salon lighting with LED lights and use electric equipment that consumes less electricity. We also avoid paper bills and send our clients e-bills for their services,” she says. Innovative strategies like these demonstrate a commitment to sustainability without sacrificing the luxury and indulgence that clients expect from their salon experiences. By leveraging education and technology, salons are reshaping the narrative around eco-friendly beauty practices in India.
Education & Awareness
At the heart of the sustainability-consumer preferences dilemma lies the need for education and awareness. Educating consumers about the environmental impact of their choices and the benefits of embracing sustainable practices would be the first step towards bridging this gap. If we can foster a culture of conscious consumption, it becomes easier for the industry as a whole to take these tumultuous tasks up and make the necessary changes. Samay Dutta, founder of Looks Salon, feels educating clients on the long-term benefits of sustainable practices and eco-friendly alternatives can go a long way. “It just takes a genuine conversation to enlighten the clients and explain that these sustainable steps wouldn’t compromise the quality of the service or their salon experience,” he says.
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Consumers can help salons improve sustainability by understanding a few key points. First, they should know that reused or recycled items can still be hygienic when properly cleaned, easing concerns about sustainability without sacrificing cleanliness secondly, being open to slightly longer backwash times can significantly reduce water usage, contributing to conservation efforts. Thirdly, trying waterless manicures or pedicures can show that sustainability doesn’t mean compromising on quality or results; it’s just a different, equally effective experience. Lastly, recognising that some salon practices aren’t sustainable and being open to change can make it easier for salons to adopt eco-friendly practices. When clients support sustainability, salons can confidently implement green initiatives without worrying about compromising their clients’ satisfaction.
Way Forward
Driving change in the beauty industry requires collaboration and collective action. Salons, brands, consumers, and policymakers must come together to advocate for sustainability and champion eco-friendly practices. Sanjiv Sharma, Founder of HAIRMECHANIXX Salon, underscores the importance of collaboration. “Partnering with brands and suppliers that share our commitment to sustainability allows us to offer high-quality, eco-friendly, and natural products, building credibility with our clients,” he says.
Collaborative efforts extend beyond individual salons to encompass broader industry initiatives. Trade associations and industry groups are crucial in promoting sustainability standards and best practices across the beauty sector. By working together, stakeholders can amplify their impact and drive meaningful change on a larger scale.
From inventing sustainable packaging solutions to introducing eco-friendly product lines, there is much to explore. However, as Thanki points out, “There’s a huge market waiting to be explored in India where sustainability is still not accepted over luxury, but the journey towards sustainability has begun.”
Embracing innovation also means leveraging technology to enhance sustainability efforts. Digital tools and platforms can streamline operations, reduce waste, and empower consumers to make more informed choices. Whether through mobile apps for booking appointments or online marketplaces for eco-friendly products, technology can be a powerful enabler of sustainable practices in the beauty industry.
“In the Indian beauty industry, there are several exciting opportunities for further innovation and collaboration to promote sustainability,” notes Koticha. “One significant avenue is the adoption of solar power. If solar power becomes more affordable and accessible, it could address the substantial energy consumption in salons and spas. Additionally, creating sustainable environments within salons presents another opportunity. This involves ensuring that every aspect of salon operations, from towels to cups and bottles, aligns with sustainability principles.”
As consumer awareness continues to grow and businesses prioritise eco-friendly practices, the beauty industry in India is poised to lead the way in sustainable beauty practices. By embracing innovation, fostering collaboration, and empowering consumers, the beauty industry can drive meaningful change and create a more sustainable future for future generations.
Read the full story on ELLE India’s new issue, or download your digital copy via Magzter.
