Salon at home services have been present in metropolitan cities for almost a decade now and people have made it a part of their lives but a lot many companies have come up to claim their share and the salon at home services market has somewhat touched its saturation in metro cities and there is a little space to expand any further. But this is not even the tip of the iceberg since there are only a number of metro cities available in India that you can count on your fingertips as the market has a strong potential in tier 2 and tier 3 cities.
Although the people living in cities and urban areas tend to take care of themselves a lot more than the ones in rural areas, the awareness among the entire population regarding personal upkeep is increasingly intertwined with the feeling of looking better and beautiful which silently lingers on in every individual. The urban cities have been the target of cosmetic brands since the very beginning with many companies trying to get hold of customers and people buying their products was also a signal of complete syncretism. But, the up sales of personal care products in tier 2 and tier 3 cities (mainly due to increased awareness of self) have clearly hinted that these cities are all set to accept the transformation. And this in turn has opened huge gates of opportunity for both salons at home services as well.
Let the number do the talking.
The numbers speak for themselves and here they speak volumes since the research and study conducted in the beauty and wellness market have clearly stated that it has a current value of USD 26 billion as of 2022 and is expected to hit the USD 33 billion mark by 2027 with a cumulative annual growth rate of about 6.3%. While the suburban population is more inclined toward personal beauty, appearance, and grooming, the population in developing cities seems to follow the suit as they contribute an unimaginable share in this market.
The true potential of tier 2 and 3 cities is being realized now more than ever as huge brands and small business owners plus beauty startups are able to witness the amount of awareness that has developed in both the sexes coming from these cities. Where there are a lot many stars working in the Indian film industry who hail from small cities, it only fills the people with hope and expectations to improve their look, appear smart and groom themselves.
There was a time when brands like L’Oréal and VLCC concentrated their efforts on metro cities only but, a new picture of tier 2 and 3 cities provides a completely new picture with a lot many small to decent size shiny and glittery salons embedded in the city like diamonds in a necklace. To locate a beautician with a black bag with a company brand/logo on it and wearing gloves is not a rare site either as people have accepted salon at–home services with relative ease since the stigma of being conservative has been washed away mainly due to opening up of communication channels. People have become more aware of quality-based products and are willing to shell out respectable amounts of money to avail of these services. One must not forget that many small cities like Ambala and Ludhiana or Surat and Manesar have colossal business tycoons and most of the population is able to earn a median annual salary of above 10 lakh rupees per annum which signifies their spending capacities as they buy luxury cars and apartments, a good quality salon at home services are far.
What triggered the change?
There is never one single factor that brings about a paradigm shift and so is true in this case where a handful of factors were working almost hand in glove to bring about this metamorphosis. They have been discussed further.
The least someone can do about globalization is delay it as it will definitely take over the rest and since no one wants to be left behind. With an increase in communication levels and the internet touching everyone’s life, no matter where you are, the doors to various opportunities have been opened with newer fields of business being opened up. Due to the world coming closer and being held tightly together the people living in tier 2 and tier 3 cities have also wound themselves up in the same category of jobs as the population of metro cities.
This has in turn improved the lifestyle of people in general as people have better earnings than before and some portion of the newly found earnings can be invested further into making oneself look better which was clearly not the case before as the majority of people either suffered from unemployment or low wages.
With better employment opportunities now reaching out in tier 1 and tier 2 cities it is also leaving people very vulnerable with time as most of the people now have their official obligations to tend to which are all the more burdening and forcing cut down on time and here is where salon at home services with easy appointments come to the rescue, taking care of your personal grooming when you need and wherever you need.
And lastly, the impact of social media is the one that led to this massive change in the otherwise conservative class of people who earlier had a simple and easy life where now you will find young and old, men and women, all of them making reels for posting on Instagram and concerned about the way they look. With everyone wanting and trying to look better each day not only by posting pictures on social media sites but even in general the feeling of looking better which fills one up to the brim with confidence and this good feeling of oneself is simply irresistible and once who tastes it usually is tied to it forever.
Suppose we sum up all the things together. In that case, it will only be accurate to say that salon at-home services will be totally absorbed in tier 2 and tier 3 cities just like the metro cities and will become a normal routine of people’s everyday life in due course of time.