The Enrich Salon chain is getting a ‘makeover’. The ‘go-to’ salon for all hair and beauty services will now also offer a dedicated retail area where you can shop your favourite beauty brands.
You are a very successful salon chain. Why the foray into retail?
Enrich has always been known for their best-in-class services offered at the salons and also managed a successful range of hair and skin professional range of retail products. It is a natural progression to now offer a 360-degree beauty experience and expand our retail offering where customers can also buy a wide range of professional care and other beauty brands too in our stores.
This foray is a natural, seamless extension of the brand. Enrich has now extended its offering to a wider selection of D2C categories in skin, hair, personal care, bath & body, fragrances and men’s grooming. With this launch we are unlocking the potential of our physical and online store to create an endless-aisle shopping experience and a bridgeto-discover high-street, premium, and emerging brands with curated professional beauty services at one destination.
Will enrich Beauty stores offer services too… tell us more?
We at Enrich have a strong belief that we will be the one-stop solution for skincare, haircare and other beauty services. Every customer need has been carefully chosen where they can come in and get the services done, whether its skin, hair, and even hands and feet where services are offered from classic to premium price points. Now every new Enrich Salon will have just as much space dedicated for retail shopping of beauty products as the company undergoes a strategy evolution from Enrich Salons to Enrich Beauty. We also have a strong membership loyalty programme where the customers benefit from discounts and also reward points which ensure brand trust. Soon you will see all our existing Enrich Salons transition to new formats offering a stellar line-up of brands and beauty services.
What profile of consumer are you addressing?
Over a period, our customers have kept evolving. We have seen the TG expand at both ends, where we have younger than 20-year-olds to older customers who visit Enrich over the years. We also have a strong customer profile with men as well where they are ensured consistency and value-added services to ensure all their needs our taken care of. Every single person is our customer and we are happy to cater to all their needs.
What products do you offer at the new stores?
The Enrich store provides immersive shopping from the widest range of cosmetics, skincare, haircare, fragrances, bath & body, personal care and men’s grooming. The inaugural store houses over 50+ brands with a catalogue of more than 5000 products that includes luxury brands like Keratase, L’oreal, Givenchy, Burberry, Elizabeth Arden, Roberto Cavalli, Paco Rabanne, Carolina Herrera, Davidoff, Calvin Klein, Dermalogica, Thalgo etc. It also features clean skincare and clean haircare brands like Born Ethical, KAMA Ayurveda, Human+Kind, Olaplex etc. Gen Z’s favorites are also stocked, including makeup brands like NYX Professional Makeup, Maybelline New York etc. along with the new-age brands like mCaffeine, Mamaearth, Plum Goodness etc. Therefore, as you can see our product mix is rich and diverse and caters to every demographic.
“We are thrilled to launch India’s first experiential beauty store. With this launch, we are unlocking the potential of our physical and online store to create an endlessaisle shopping experience and a bridgeto-discover highstreet, premium, and emerging brands with curated professional beauty services at one destination. Soon you will see all our existing Enrich Salons transition to new formats offering a stellar line-up of brands and beauty services.”Vikram Bhat, Co-founder, Enrich
Tell us your future plans
Enrich’s strategy is not only about becoming a retail destination but an experiential beauty retail destination. Enrich has been evolving its brand and offer mix and this new format will be added to the upcoming expansion plans for the brand. This will help us cater to every beauty need of our divergent spectrum of customers and broaden our base, in line with our ambition to be the one stop solution for all the beauty needs of all our customers.
