India’s omnichannel beauty retailer Nykaa announced partnership with ELCA Cosmetics Pvt Ltd, a subsidiary of Estée Lauder Companies, to launch a range of premium Aveda salons in India.
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According to The Hindu BusinessLine, the salons will be known as “Aveda X Nykaa”, and will focus on providing high-end professional hair care services. The first co-branded salon has been launched in Bengaluru, with plans to build two more this year.
“We want to grow and premiumise the beauty market and bring the best the world has to offer to Indian consumers. This partnership is based on these fundamental beliefs. We believe the haircare category in India is ripe for disruption and we felt Aveda was the best partner to be able to offer differentiated solutions for the discerning Indian consumers. Besides distributing Aveda products through multiple channels, including our B2B distribution business, we are also partnering to open flagship salons that will bring a unique and innovative salon experience to the country,” said Anchit Nayar, CEO, E-commerce Beauty from Nykaa.
“The salons are part of a broader strategy of premiumising the hair care segment in India. We will focus on doing this in a sustainable and conscious manner. So initially we are looking to open only a couple of flagship salons and see how the consumers receive it,” Nayar added.
“Nykaa will operationally run and operate these salons and we will bring training and expertise on hair care regimes and rituals. We have so far planned to open three salons this year which will operate as experience centres for the brand. After Bangalore, we will open salons in New Delhi and Mumbai.Once we have established learnings, we will accelerate further in terms of new opportunities in new cities,” said Rohan Vaziralli, General Manager from ELCA Cosmetics Pvt Ltd.
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According to the brands, the alliance would take advantage of Nykaa’s retail and Indian beauty expertise, as well as Aveda’s performance and clean beauty products. The two companies said they will focus on working with existing salon operators in addition to running the salons.