StyleSpeak decodes how salons are catering to the next-gen clients with care and consciousness
With Gen Alpha discovering self-care earlier than ever before, salons are now seeing a quiet but definite rise in tween clients walking in for their first manicure, blow-dry or even waxing service. While the beauty industry has long catered to clients of all age groups, it is now slowly awakening to a once-overlooked demographic: the tweens. At the same time, there’s a growing concern around how young teens are consuming beauty, courtesy of social media. As Neha Bhalachandra, Director, YLG Salon, and Shine Janarthanan, Founder and Director, Time Machine Salon & Academy point out, this highlights an urgent need for professional spaces to step in.
Here, StyleSpeak gets in touch with Neha Bhalachandra and Shine Janarthanan to better understand how salons are meeting the delicate needs of tween skin.
Tween skin, sensitive as it is, is still developing, raising the question: how can salons offer services to young clients while protecting their skin?
Neha weighs in, “It is an interesting space to work in, because not many brands have actively considered how to accommodate teens and tweens in their clientele. At YLG, we realised this gap particularly with waxing when many mothers were bringing their daughters in for their first waxing experience.”
YLG was the first to introduce cartridge waxing in India. For young, sensitive skin,they have Sensi-Gold Brightening Wax – a hypoallergenic wax designed especially for the delicate skin. Neha explains, “This wax has a very low melting point and is designed to stick only to the hair and not to the skin. That ensures no burning, no skin irritation and far fewer chances of an allergic reaction as well.”
YLG takes a step further by embedding these concerns into their service SOPs as well. From offering distraction techniques like snacks and light reading to welcoming parents into treatment rooms, every waxing session for these tweens is built around comfort and consent. “At YLG, we train our staff not just in technique but also in empathy. We also have a strict age cut-off here: we do not recommend waxing before the age of 14.” she adds.
Beyond hair removal, for a lot of parents, even a basic hair wash before a haircut can be a source of great concern.. Today’s parents are cautious about letting their kids’ hair be washed with professional-grade products. “There is now a need to add a kid-friendly shampoo and conditioner to our backwash. It’s such a simple addition, but one that can make a big difference,” Neha shares. “After all, tweens don’t need deep repair – they just need gentle cleansing.”
Dwelling on the idea on whether there should be a professional product range for tweens, Shine shares, “We believe there should absolutely be a dedicated professional product range for tweens, one that balances trendiness with suitability for their age. Such a development would be highly beneficial.”
This need stems from concern raised by parents, shares Shine, “A common concern that parents raise is their children’s desire for fashionable styles without the commitment to regular maintenance, like shampooing. We address this by educating younger clients on proper hair and skin care, emphasizing the importance of cleanliness and routine.”
Shine adds, “Our commitment to tween safety is reflected in our product choices. Time Machine utilizes trusted brands such as L’Oréal and Kevin Murphy, along with gentle, sulfate-free shampoos and organic-based skincare, to protect their delicate hair and skin.”
In skin services too, the focus at YLG is on gentle, natural and non-disruptive treatments like Kiwi-Cherry Cleanup to offer a refreshing glow without triggering sensitivity or skin purging and Chocolate Manicure and Pedicure because of its pampering, feel-good service.
“At that age, you shouldn’t be trying to ‘fix’ anything – because there isn’t anything to fix! The skin is healthy so it doesn’t need deep extractions or any intense treatments,” explains Neha. “When they come in for a manicure or pedicure, it should only be about offering an experience that is safe, fun and leaves them feeling good about themselves.”
Shine sums it up, “When catering to first-time teenage clients, we work closely with both the parents’ guidance and the teenagers’ own preferences. Our recommendations prioritize low-maintenance styles and treatments that provide a noticeable change, as teenagers often seek a fashionable yet easily manageable look.”
In a world where the pressure to look ‘groomed’ is beginning earlier than ever before, salons are now uniquely positioning themselves to be safe spaces for tweens.
